High visibility: the making and marketing of professionals by Irving J. Rein, Philip Kotler, Martin R. Stoller

By Irving J. Rein, Philip Kotler, Martin R. Stoller

This enlightening publication describes and explains the hot that has advanced to assist in achieving "visibility" in one's specialist existence. scholars will research the promoting options used to split the leaders from the followers.High Visibility unlocks the mysterious enigma of celebrityhood, with examples from all walks of lifestyles, for an intensive figuring out of the subject material.

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Its costs? The End of Heroes, the Rise of Celebrities John Wayne Bobbit, Brian "Kato" Kaelin, and Heidi Fleiss are but three recent beneficiaries of the celebrity industry's ability to turn people with scant claim to fame into household names. 7 The marked shift in the public's perception of celebrity continues to this day. So when boxer Mike Tyson bites off a piece of heavyweight champion Evander Holyfield's ear, the effects are analyzed all over the world. Will the desperate act increase or decrease his appeal?

Richard Russakoff, Tony Gama-Lobo, and Rebecca May contributed to our case studies. Our original research was informedand speeded alongby the work of a number of researchers who have explored celebrity and related areas from different perspectives. Foremost among them are Daniel Boorstin, whose pioneering work on image prepared the ground for our work; Erving Goffman, whose work on impression management was very helpful in our understanding of transformation strategies; Richard Dyer, whose work on stars in cinema and literature helped round out our view of character analysis; and Orrin Klapp, who inspired our understanding of social types and their importance to celebrity-making.

He started a business, joined corporate boards, and coauthored family values books. Despite these efforts he is still characterized as the slow-witted rich kid who bought his way into high office and was beaten up by Murphy Brown. Such disasters notwithstanding, most of the complaints we hear from celebrated individuals ring insincere. In numerous interviews with well-knowns, we never meet a celebrity who would opt for being ordinary. Ours is a celebrity-based culture in which the rewards and benefits of fame overshadow anonymity.

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