Inside the Disney Marketing Machine: In The Era of Michael Eisner and Frank Wells Paperback – 7 July 2015

Llegó en perfecto estado y muy buen libro

Lorraine Santoli's "Inside the Disney Marketing Machine" is a fun and FASCINATING look at promotional and corporate synergy operations within the Walt Disney Company during the era of Michael Eisner and Frank Wells.The book follows the authors personal career path within the company to tell the incredible (and often humorous) tales behind the inception and execution of some of the Disney parks and studios most remembered publicity events, celebrations and promotions of all time. The recollections and perspectives of others who worked alongside Santoli are also included here.....adding valuable insight and fun.While the first half of the book focuses on the company's promotional efforts to the outside public; in the second half we follow the author as she accepts the position as Director of the new Corporate Synergy program and is tasked with promoting the company within the company....and finding ways to get the numerous arms within it to work together for the benefit of all. The uphill battle towards accomplishing this is documented here.In addition to many entertaining behind-the-scenes stories.....readers will also take with them some valuable knowledge on how to get individuals to work together towards mutual success and what can be accomplished with proper communication. It will certainly inspire anyone working within a team of any size or definition to consider putting into practice some of the very strategies responsible for awakening what was essentially a sleeping giant for many years and reviving it into the powerhouse Disney is today.Highly recommended to Disney fans of all kinds, leaders, collaborators and anyone who thrives on creativity!

I just finished reading "Inside the Disney Marketing Machine" by Lorraine Santoli and strongly believe this book should be required on the reading list of every legitimate communications and business school in the nation. This book was a revelation. It clearly illustrates how the elimination of silos, the application of creativity, and the taking of a long-term view (instead of quarter-to-quarter) can result in considerable revenue growth and significantly increased brand value. There are valuable lessons to be learned within these pages for both small organizations and large corporations alike. If you are a marketer or a communications professional, do yourself a big favor and read this book. A little beneficial pixie dust might just rub off on you.

A truly insightful look at the marketing occurring with Disney, starting with the Eisner/Wells era that continues thru today. Lorraine Santoli, as former Director of Synergy, describes the full implementation of synergy with Disney, with the way all the various aspects of the company work in harmony to promote Disney as a unified entity, from merchandise to films to park attractions, etc, and the interactions between departments. A wonderful handbook for anyone interested in Disney, or anyone interested in the marketing profession, to see how it's really done. Five stars, Lorraine!

If hope to learn something about marketing or what it is like to work at Disney do not buy this book. The first thing that is off putting in this book is that anyone who ever worked at Disney was the greatest, most brilliant person ever. No one ever made a mistake, there were never any disagreements, and every decision was perfect and everyone fully supported it. The whole tone just comes off as phony and a constant brown nosing of Michael Eisner and his staff.The second major issue is the book titled, “Inside the Disney Marketing Machine.” Anyone who has ever taken even an introductory course in Marketing knows that marketing consists of the four “P’s” Price, Product, Promotion, and Place. The author states she has no formal training in marketing, which is clear in the book as she only ever discusses promotion/PR.The third major blunder is the Author was promoted to Director of corporate Synergy, yet the author cannot even correctly define what “Synergy” is, and seems to confuse synergy with cross promotion. In her role she wrote a news letter/memo that let all the departments know what other departments were doing, in an effort to aid cross promotion. This is not exactly ground breaking or interesting details.I thought this book would be interesting but it is just a lot of fluff. I can only assume the other reviews were written by friends, family, and the dozens of people who the author fawned over in the book.