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The global success of Harry Potter books Table of contents 1Introduction1 2The book market worldwide1 3The global success of Harry Potter books2 31Process of global expansion2 32Harry Potter in Germany4 33Harry Potter in the USA6 34Harry Potter in Japan7 4Critical success factors7 41Story and characters7 42Marketing8 421Word of mouth8 422Publicity and the Rowling-legend9 423Unconventional marketing and Pottermania9 424Merchandising10 43Psychological and sociological factors11 5Conclusion and Outlook11 Appendix 1 Covers in the UK Germany USA and Japan14 Appendix 2 Overview publication schedule15 Sources16 Harry Potter will be famous - a legend - there will be books written about Harry every child in our world will know his name J K Rowling 1997 Harry Potter and the Philosophers Stone p 20 1 Introduction Harry Potter is the short formula for an extraordinary literary success More than 140 million people worldwide have already read the first four volumes Another three volumes are planned The author Joanne K Rowling has managed to turn the kids of the Nintendo- and Pokemon-generation into passionate book readers In the course of the last five years the books have not only become part of popular culture worldwide but has also caused scientific interest at universities What are the reasons for this global Pottermania And why does this little boy with his glasses and his broomstick appeal to adults and children of both sexes alike In the following we will first have a closer look on the book market in general as well as on the market for childrens books Then we will summarize the development since the publication of the first Harry Potter book and describe its process of global expansion Thereby we will concentrate on the success in Germany but also elaborate on the development in the USA and in Japan Afterwards we will discuss the success factors that explain the phenomenon Harry Potter The paper ends with a short conclusion and an
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