Disney Marketing: The Successful Formula for Selling Joy

Author: Peng Cheng
Publisher:
Publish Date: 2003-02-01
Features: In successful marketing, Disney has consistently adhered to the principle of selling happiness. It has driven marketing and service innovation around the concept of selling happiness, bringing more joy to people around the world. While fulfilling people's emotional needs, it has also built a great entertainment industry, pioneered new industries, and expanded the boundaries of marketing—making it a significant chapter in history. Although it once faced a downturn, thanks to outstanding marketing strategies and unwavering belief, Disney has continued to successfully sell happiness in the new century. Today, Disney remains one of the world's top entertainment industries.
The Walt Disney Company is a pioneer in the industrialization and popularization of art and a model for selling entertainment. Through the humorous adventures of Donald Duck and Mickey Mouse, Disney has brought joy to households worldwide, establishing the brand image of the Disney entertainment empire globally. Disney constantly introduces new products to meet consumers' latent needs. Beyond cartoon animations, it has expanded into a comprehensive family entertainment portfolio, including television, theme parks, and publishing, while earning substantial profits in the process of marketing entertainment.
Disney emphasizes employee training and introduces the 5P marketing concept, emphasizing "internal marketing" first—marketing employees' positive attitudes toward consumers—before moving on to "external marketing" aimed at consumers. In summary, you will discover the charm of Disney's successful marketing strategies. This book is part of the Powerful Century Marketing Series, which includes Disney Marketing: The Success Formula for Selling Happiness, Citibank Marketing: The New Era of Bank Marketing, Coca-Cola Marketing: The Strategy of Authorizing Production, McDonald's Marketing: Winning Globally with Franchising, Mars Marketing: A Success Model of Relationship Marketing, Nike Marketing: The Middleman Brand Strategy, Sony Marketing: Reshaping the "Made in Japan" Brand Image, Microsoft Marketing: Winning with Soft Power, and Amazon Marketing: A Challenge to Traditional Online Marketing.