High Visibility - Hardcover

Kotler, Philip; Stoller, Martin

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Hardcover

ISBN 10: 0844234486 ISBN 13: 9780844234489

Publisher: McGraw-Hill Education, 1997

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Whether you are a lawyer, a physician, a marketing manager, or an artist, the ability to create and manage your visibility is vital to maximizing your success. High Visibility is the ground-breaking book that describes and explains the whole new industry that has evolved to help you - as a professional - achieve this much-sought-after celebrity. Based on hundreds of examples and case studies of celebrities from all walks of professional life, this book reveals the sophisticated marketing techniques used to separate the leaders from the followers with analyses of The Celebrity Industry: The key players in the image-making industry who shape the "celebrity culture"; The Building Blocks and Techniques of Transformation: The tools people use to change and shape their personalities and images to meet the success criteria of their professions; and Image Management: The techniques used by successful professionals to sustain their image over time. High Visibility provides a blueprint for every professional who wants to maximize his or her potential for success.

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From the Back Cover:

Since the dawn of the professions, two factors have been critical for success: what you knew and who you knew. Today, a third element may eclipse the importance of the first two: who knows you. Visibility celebrity has become a key factor in success. Not just in the entertainment sector, where visibility has always mattered, but in the professional sectors of life, high visibility the business of creating and managing one's public persona has become an exciting process with incalculable rewards. Attaining it is often a key difference sometimes the only difference between being an also-ran in one's profession and becoming a dominating "star." Whether you are a lawyer, a physician, a marketing manager, or an artist, the ability to create and manage your visibility is vital to maximizing your success. High Visibility is the ground-breaking book that describes and explains the whole new industry that has evolved to help you as a professional achieve this muchsought-after celebrity. Based on hundreds of examples and case studies of celebrities from all walks of professional life, this book reveals the sophisticated marketing techniques used to separate the leaders from the followers with analyses of: -The Celebrity Industry: The key players in the image-making industry who shape the "celebrity culture." -The Building Blocks and Techniques of Transformation: The tools people use to change and shape their personalities and images to meet the success criteria of their professions. -Image Management: The techniques used by successful professionals to sustain their image over time. High Visibility provides a blueprint for every professional who wants to maximize his or her potential for success.

About the Author:

Philip Kotler, Ph.D. is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He is the author of 35 books, including Marketing Management, the most widely used marketing book in graduate business schools worldwide. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and other global corporations and places.

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