Marketing Insight: "Endorsements as a Strategy,” - The Making and Marketing of Professionals into Celebrities
Read the following sources listed in the Marketing Insight: "Endorsements as a Strategy,” a) Irving Rein, Philip Kotler, and Martin Scoller, The Making and Marketing of Professionals into Celebrities (Chicago: NTC Business Books, 1997); b) Greg Johnson, "Woods Cautious Approach to the Green,” Los Angeles Times, July 26, 2000, p. A1; Bruce Horovitz, "Armstrong Rolls to Market Gold,” USA Today, May 4, 2000, p. 1B; c) Theresa Howard, "Pepsi Takes Some Fizz off Vanilla Rival,” USA Today, November 16, 2003; d) Keith Naughton, "The Soft Sell,” Newsweek, February 2, 2004, pp. 46-47; e) Betsy Cummings, "Star Power,” Sales & Marketing Management, (April 2001): pp. 52-59. Celebrity is the well known public figures who have high influencing power to public and are have high very large numbers of followers. The celebrities could be from any field such as music, dance, politics, sports and many ...