ABSTRACT

This exploratory study examines the marketing techniques used by the legendary magician Harry Houdini to catapult him to the top of the entertainment field for more than thirty years. A qualitative research technique is used which is based on a blog post instrument, self-selection sample, and word cloud analysis. While Houdini’s marketing strategy was employed more than a century ago, his visionary business ideas are still highly relevant today to small and medium-sized companies as well as global business leaders. Houdini’s three key marketing strategies were based on promotion (creativity and branding/positioning), marketing planning and research (preparation and competitive intelligence), and product quality. Five strategic implications (lessons learned) are provided for marketing practitioners. A research agenda for marketing scholars is offered.

摘要

这项探索性研究考察了传奇魔术师哈里·胡迪尼 (Harry Houdini) 使用的营销技巧，以帮助他在 30 多年的时间里登上娱乐领域的顶峰。使用基于博客文章工具、自选样本和词云分析的定性研究技术。虽然 Houdini 的营销策略在一个多世纪前就已采用，但他富有远见的商业理念今天仍然与中小型公司以及全球商业领袖高度相关。Houdini 的三个关键营销策略基于促销（创意和品牌/定位）、营销计划和研究（准备和竞争情报）以及产品质量。为营销从业者提供了五个战略意义（经验教训）。