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Résumé du livre

Abstract: The mechanisms that enable a person to reach and sustain celebrity status are systematically explored in this text written by marketing and communication experts. Results of a three-year study of the celebrity culture, involving hundreds of cele brity interviews, are summarized. Topics include 1) the attraction and quest for celebrity status; 2) the celebrity marketing processing; 3) celebrity sectors; 4) visibility hierarchies (local, regional, national, international), duration, and life cycles; 5) the demographics and psychographics of audiences; 6) myths, techniques, phases, and degrees of transformations; 7) message delivery systems (channel choice, control, sequencing, innovation and change, management); 8) public relations; and 9) the costs and rewards of celebrity status. The text emphasizes the importance of long-term goals and realistic marketing strategies in achieving celebrity.