This book is a fundamental to the Celebrity Industry!!!
All Celebrities should know about that book.
Nonetheless I have tried to trace the references of the book and I could not.
There some interesting studies conduct by Northwestern University. I have tried to call them and read them but I end up in dead end.
Moreover there are some referwences that supposed to be direct interviews to a celebrity that I would like to read and this is no possible at all.
Last but not least the book binding is terrible and it is follinng apart after the first month...
I might be using it often????
Anyway I recommed this book to anyone interested in the Celebrity industry!!!

I always wanted to know how some celebs are still around and others aren't. Everyone still talks about Marilyn! And James Dean, and he made, what, 3 movies? So, I thought Rein could answer my questions. He did, but I found Michael Levine's Guerrilla PR: Wired better. Mike covers the how-tos. Irv just does the overall stuff. Still fun to know for Jeopardy, but *how?!* That's what Irv didn't do as well, the down-and-dirty details.

"High Visibility" sheds light in to the sometimes opaque world of publicists and celebrity marketing. Case studies from many different people from all walks of life (atheletes to porn stars)who sought to be in the lime-light are examined throught this book. Why are certain personalities still being sought after since 20 years while others fade away from our memories after only one week? There are many answers but not detailed enough.

I found the most interesting part to be "The Technique of Transformation". Here the authors discuss and show different examples of how a "dying star" made a comeback by redefining their personality and what they represent. Some people are forced to change after a scandle or a peak in performance and must exploit the media in order to thrust their client back on center stage. How the publicist propaganda machine works to take advantage of both print and visual media is explained but I feel it should have been much more detailed. They stopped right when it was becoming very interesting. Then again, maybe this was part of the marketing plan to create more demand for the "High Visibility II".... just joking.

It is a book that all marketing people should read as almost all of the concepts from marketing personalities can be transfered to all products in any industry.

This book is easy to read, but there is so much waffle the basic principles are lost. I found the frequent interruption of the text by case studies very annoying. Don't waste your money.

This book isn't clear on many topics. The ideas are old and stale unlike many other books which I've found in the same area. The pages are boring and do not make anyone want to learn more about marketing.

I use this textbook to teach about 1,500 students per year in my courses. I find the book to be well-written and interesting. More importantly, *many* students tell me that enjoy reading the book. (I can tell you that it is rare to have students providing positive feedback on textbooks that are required reading). Armstrong and Kotler are leaders in the field, and their hardcover book holds the largest market share among U.S. universities. Books don't make it to the 10th edition (or 5th for paperback) w/o being good!

This book is more about economic development and government policy than the marketing of nations. Some of the economics is quite good for a marketing guy but some of it is questionable as well. This book might still be worth reading if you already have a solid understanding of development economics. I was hoping there would be more on the promotion component of marketing.

I purchased this book with great anticipation: Kotler is a giant in his field (marketing) and Free Press published Mike Porter's Competitive Advantage of Nations, which is the classic in the field of how nations develop.

The book turns out to be a good list of things to think about and I will use it from time to time from my bookshelf, but there is no teachable, integrated model for change. Its mostly a listing of other people's models for development and I was looking for a fresh perspective.

The book begins with great promise with the authors doing a great job of capturing the impact of the internet, globalization and hyper-competition on the concept of marketing.

The authors introduce a new marketing paradigm called holistic marketing, and present a "holistic marketing" framework. The rest of the book is devoted to describing various elements of this framework.

The book dissappoints from the point this new framework is presented. It ends up being a compilation of information on business systems and applications for customer-centric marketing. The latter half of the book lacks depth. All said, the book doesn't stand apart from some of the others on this subject and is one among many.

Clearly when one looks at the book authors, expectations get really high.

What I find really interesting is the new marketing paradigm that they propose, which focuses on a holistic marketing framework that encompases: looking at value from three perspectives (value exploration, value creation and value delivery) and looking at managing activities from three dimensions (demand, resource and partners) in order to create your market offer, business architecture, marketing activities, and operational system that drive profitability.

The issue is that discussions are too focused on e-business and don't provide much detail. For example, it touches different ideas such as CRM, One-to-One Marketing, Permission Marketing, customer loyalty, and Life Time Value but they don't disscuss them thoroughly.

I recommend it so you can understand how your marketing philosophy should be evolving based on their new marketing paradigm and how it links to other ideas, but be careful because you won't find much detail. Don't expect too much or you might be dissapointed.

The book provides a brilliant and easily digestable historical overview of "old" and "new" marketing and corporate strategy. Upon this foundation the book describes the current state of commerce and makes reccommendations for successful corporate strategy.
If you have read several marketing related books, the material may not seem revolutionary; however, the writing and clear thinking in this book puts it in a league of its own and creats its value. The book very effectively synthesizes history, theory, and the current state of corporate strategy and notably enhanced my thinking on marketing.

There has been no Biblical proof yet offered which shows that Jesus was a marketing man, or that marketing is to be part of the growth of Jesus' Kingdom.

See my critique in Testing the Claims of Church Growth.

This is good marketing, but poor theology.