Hamish Pringle has written a thoughtful, crisply-paced book exploring the power of
celebrity and how that power can be harnessed
in
marketing. The book focuses on the U.K. - thus, many of its case studies and
celebrities will be unknown to those who haven’t spent time in England - but its core message transcends national borders. Even those who have often had to deal with celebrities will still learn ample lessons, while those who have never dipped their toes in the celebrity marketing pool will find this essential reading. It is a textbook for avoiding many pitfalls of star marketing. getAbstract.com recommends this useful, insightful book to marketers and executives who are considering their first foray into the celebrity arena or re-thinking their use of celebrity marketing.