The Golden Pitch: How Celebrities and Influencers Shape the Way we Think, Feel, and Act examines the history of celebrity endorsements and how today celebrities have the enormous power to push products and change minds. This deeply researched book delves into the history of celebrity, explores society''s fascination with celebrity, examines the use of celebrity and influencer endorsements, looks at the rise of the microcelebrity, and considers the future of fame and celebrity in the digital age. The book is rich with historical and contemporary examples of these major themes.

Autorentext

Martha Laham is a business, marketing, and advertising professor, author, and writer. Professor Laham holds a Bachelor of Arts in Political Science from the University of California, Irvine; a Master of Global Management in Global Business from Thunderbird School of Global Management, Phoenix, Arizona; and a Master of Science in Integrated Marketing Communications from Golden Gate University, San Francisco. In addition to earning these degrees, she has done postgraduate work in International Economics at California State Polytechnic University, Pomona, and received a Graduate Certificate in Marketing from Golden Gate University, San Francisco.

Inhalt

Chapter 1: Tracing the History of Celebrity
Chapter 2: Wishing Upon a Star
Chapter 3: Laughing All the Way to the Bank
Chapter 4: Turning Big Names into Big Business
Chapter 5: Swapping the Box Office for the Ballot Box
Chapter 6: So You Want to Be Famous
Chapter 7: Ushering in a New Era of Celebrity