The global success of Harry Potter books Table of contents 1 Introduction 1 2 The book market worldwide 1 3 The global success of Harry Potter books 2 3.1 Process of global expansion 2 3.2 Harry Potter in Germany 4 3.3 Harry Potter in the USA 6 3.4 Harry Potter in Japan 7 4 Critical success factors 7 4.1 Story and characters 7 4.2 Marketing 8 4.2.1 Word of mouth 8 4.2.2 Publicity and the “Rowling-legend” 9 4.2.3 Unconventional marketing and Pottermania 9 4.2.4 Merchandising 10 4.3 Psychological and sociological factors 11 5 Conclusion and Outlook 11 Appendix 1: Covers in the UK, Germany, USA and Japan 14 Appendix 2: …showed first 75 words of 4700 total…

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