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Marketing the moon : the selling of the Apollo lunar program

Author: David Meerman Scott; Richard Jurek
Publisher: Cambridge, Massachusetts : The MIT Press, [2014]
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11's mission to the moon. How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, David Meerman Scott and  Read more...
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Details

Genre/Form: History
Document Type: Book
All Authors / Contributors: David Meerman Scott; Richard Jurek
ISBN: 9780262026963 0262026961
OCLC Number: 861322933
Description: xiii, 130 pages : illustrations (some color) ; 25 x 29 cm
Contents: A modern-day Columbia: fiction makes a giant leap --
NASA brand journalism: finding a voice --
An unprecedented public relations partnership: NASA and industry --
The whole world is watching: live TV on Apollo --
Lunar day: broadcasting, the press, and Apollo 11 --
In a different orbit: the astronauts as celebrities --
The Apollo roadshow: moonwalkers and moon rocks --
"So, where to now, Columbus?": the end of the Apollo era.
Responsibility: David Meerman Scott and Richard Jurek ; with a foreword by Captain Eugene A. Cernan.

Abstract:

In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11's mission to the moon. How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, David Meerman Scott and Richard Jurek tell the story of one of the most successful marketing and public relations campaigns in history: the selling of the Apollo program.

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Primary Entity<\/h3>\n
<http:\/\/www.worldcat.org\/oclc\/861322933<\/a>> # Marketing the moon : the selling of the Apollo lunar program<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:CreativeWork<\/a>, schema:Book<\/a> ;\u00A0\u00A0\u00A0\nlibrary:oclcnum<\/a> \"861322933<\/span>\" ;\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/id.loc.gov\/vocabulary\/countries\/mau<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Place\/usa<\/a>> ; # USA<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/astronautics_press_coverage<\/a>> ; # Astronautics--Press coverage<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Place\/moon<\/a>> ; # Moon.<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/viaf.org\/viaf\/158349825<\/a>> ; # Project Apollo (U.S.)<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Organization\/united_states_national_aeronautics_and_space_administration<\/a>> ; # United States. National Aeronautics and Space Administration<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/offentlichkeitsarbeit<\/a>> ; # \u00D6ffentlichkeitsarbeit<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/55_61_history_of_space_flight<\/a>> ; # 55.61 history of space flight<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/apollo_programm<\/a>> ; # Apollo-Programm<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/public_relations<\/a>> ; # Public relations<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/maanreizen<\/a>> ; # Maanreizen<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/id.loc.gov\/authorities\/subjects\/sh2010114278<\/a>> ; # Space flight to the moon--History<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Organization\/project_apollo_u_s<\/a>> ; # Project Apollo (U.S.)<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Place\/united_states<\/a>> ; # United States.<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/space_flight_to_the_moon_history<\/a>> ; # Space flight to the moon--History<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/space_flight_to_the_moon<\/a>> ; # Space flight to the moon<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/lunar_exploration<\/a>> ; # Lunar exploration<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/astronautics_press_coverage_united_states_history<\/a>> ; # Astronautics--Press coverage--United States--History<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/vermarktung<\/a>> ; # Vermarktung<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/viaf.org\/viaf\/146202023<\/a>> ; # United States. National Aeronautics and Space Administration<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/apollo_project<\/a>> ; # Apollo-project<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/dewey.info\/class\/659.29629454\/e23\/<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/bemannte_raumfahrt<\/a>> ; # Bemannte Raumfahrt<\/span>\n\u00A0\u00A0\u00A0\nschema:bookFormat<\/a> bgn:PrintBook<\/a> ;\u00A0\u00A0\u00A0\nschema:contributor<\/a> <http:\/\/viaf.org\/viaf\/305360775<\/a>> ; # Richard Jurek<\/span>\n\u00A0\u00A0\u00A0\nschema:creator<\/a> <http:\/\/viaf.org\/viaf\/78332368<\/a>> ; # David Meerman Scott<\/span>\n\u00A0\u00A0\u00A0\nschema:datePublished<\/a> \"2014<\/span>\" ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"A modern-day Columbia: fiction makes a giant leap -- NASA brand journalism: finding a voice -- An unprecedented public relations partnership: NASA and industry -- The whole world is watching: live TV on Apollo -- Lunar day: broadcasting, the press, and Apollo 11 -- In a different orbit: the astronauts as celebrities -- The Apollo roadshow: moonwalkers and moon rocks -- \"So, where to now, Columbus?\": the end of the Apollo era.<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11\'s mission to the moon. How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, David Meerman Scott and Richard Jurek tell the story of one of the most successful marketing and public relations campaigns in history: the selling of the Apollo program.<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:exampleOfWork<\/a> <http:\/\/worldcat.org\/entity\/work\/id\/1410489097<\/a>> ;\u00A0\u00A0\u00A0\nschema:genre<\/a> \"History<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:inLanguage<\/a> \"en<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marketing the moon : the selling of the Apollo lunar program<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:productID<\/a> \"861322933<\/span>\" ;\u00A0\u00A0\u00A0\nschema:workExample<\/a> <http:\/\/worldcat.org\/isbn\/9780262026963<\/a>> ;\u00A0\u00A0\u00A0\numbel:isLike<\/a> <http:\/\/bnb.data.bl.uk\/id\/resource\/GBB451824<\/a>> ;\u00A0\u00A0\u00A0\nwdrs:describedby<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/861322933<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n\n

Related Entities<\/h3>\n
<http:\/\/dewey.info\/class\/659.29629454\/e23\/<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Organization\/project_apollo_u_s<\/a>> # Project Apollo (U.S.)<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Organization<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Project Apollo (U.S.)<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Organization\/united_states_national_aeronautics_and_space_administration<\/a>> # United States. National Aeronautics and Space Administration<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Organization<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"United States. National Aeronautics and Space Administration<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"United States. National Aeronautics and Space Administration.<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Place\/moon<\/a>> # Moon.<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Moon.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Moon<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Place\/united_states<\/a>> # United States.<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"United States.<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Place\/usa<\/a>> # USA<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"USA<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/55_61_history_of_space_flight<\/a>> # 55.61 history of space flight<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"55.61 history of space flight<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/apollo_programm<\/a>> # Apollo-Programm<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Apollo-Programm<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/apollo_project<\/a>> # Apollo-project<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Apollo-project<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/astronautics_press_coverage<\/a>> # Astronautics--Press coverage<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Astronautics--Press coverage<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/astronautics_press_coverage_united_states_history<\/a>> # Astronautics--Press coverage--United States--History<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:hasPart<\/a> <http:\/\/id.loc.gov\/authorities\/subjects\/sh91002635<\/a>> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Astronautics--Press coverage--United States--History<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/bemannte_raumfahrt<\/a>> # Bemannte Raumfahrt<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Bemannte Raumfahrt<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/lunar_exploration<\/a>> # Lunar exploration<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Lunar exploration<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/maanreizen<\/a>> # Maanreizen<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Maanreizen<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/offentlichkeitsarbeit<\/a>> # \u00D6ffentlichkeitsarbeit<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"\u00D6ffentlichkeitsarbeit<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/public_relations<\/a>> # Public relations<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Public relations<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/space_flight_to_the_moon<\/a>> # Space flight to the moon<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Space flight to the moon<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/space_flight_to_the_moon_history<\/a>> # Space flight to the moon--History<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Space flight to the moon--History<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/1410489097#Topic\/vermarktung<\/a>> # Vermarktung<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Vermarktung<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.loc.gov\/authorities\/subjects\/sh2010114278<\/a>> # Space flight to the moon--History<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Space flight to the moon--History<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.loc.gov\/vocabulary\/countries\/mau<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\ndcterms:identifier<\/a> \"mau<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/146202023<\/a>> # United States. National Aeronautics and Space Administration<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Organization<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"United States. National Aeronautics and Space Administration<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/158349825<\/a>> # Project Apollo (U.S.)<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Organization<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Project Apollo (U.S.)<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/305360775<\/a>> # Richard Jurek<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Jurek<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Richard<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Richard Jurek<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/78332368<\/a>> # David Meerman Scott<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Scott<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"David Meerman<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"David Meerman Scott<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/worldcat.org\/isbn\/9780262026963<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:ProductModel<\/a> ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"0262026961<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"9780262026963<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n