Why We Love Disney: The Power of the Disney Brand

ISBN-13: 9781433108983 / Angielski / Twarda / 2011 / 282 str.

Andi Stein

Opis

From its beginnings as a small studio in the 1920s, the Disney Company has become one of the most influential organizations in the world of entertainment. Why We Love Disney examines the influence of the Walt Disney Company and the reasons for Disney s universal appeal. Starting with the early days of Walt Disney, the book examines the company s evolution, and discusses the products and services Disney has created and marketed over the years to build its brand. Chapters focus on different elements of Disney from characters and theme parks to music and home entertainment to offer the reader a clear overview of the organization s history, products, management, and marketing practices. An examination of the many facets of Disney clearly shows the strategic steps the company has taken over the years to build its brand and make itself one of the major forces in the entertainment industry."

O autorze

Andi Stein is Associate Professor in the Department of Communications at California State University, Fullerton. She worked as a journalist and public relations practitioner for 16 years prior to becoming a professor. Stein is the co-author of News Writing in a Multimedia World (2004) and An Introduction to the Entertainment Industry (Peter Lang, 2009). She has a BA from George Washington University, an MA from the University of North Carolina at Chapel Hill, and a PhD from the University of Oregon.