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

This is a lively behind-the-scenes tour of a giant, iconic U.S. corporation, focussed on the stellar decade 1984-1994 when it was run by the team of Eisner and Wells. It is also a spirited presentation of marketing, both to the outside world and as a tool of management within a company, by someone who believes that “Marketing is Everything and Everything is Marketing.” Lorraine Santoli, who started in her teens as an avid fan of celebrities, became a devoted believer and participant in the Disney mission, and an energetic contributor to its success. She was clearly a crackerjack, innovative practitioner of the synergy that is central to her philosophy of management. Her upbeat narrative, packed with anecdotes that illustrate the application of her marketing principles, is fun to read, and it gives a compelling demonstration of how to create a whole that is greater than the sum of its parts.

Lorraine has written a fun book filled with lots of fascinating stories that seemingly only a Disney insider could know. But the book offers far more than that; Lorraine has written a must-read book for anyone trying to maximize profits or results of any kind in a large, complex (and often times unwieldy) corporation, organization or group. It may not be the hot management buzz word, but the book clear demonstrates that synergy works, especially when the top dogs are behind it. Of course, it doesn't hurt if you have a group of creative rock stars (who readily admit that others in the company often know more about it than they do) running the program. Bottom line: when the right hand knows what the left hand is doing, everyone wins.

Lorraine Santoli was Disney's "Director of Corporate Synergy" which is sort of a super-marketing department that crosses all lines and involves every department and staff member. It's one of the reasons why Disney is so successful. Now, Lorraine came in during the Eisner/Wells era, when this really took off. But don't be so quick to blame or lionize Eisner for the mass proliferation of marketing at every level. There's a fascinating list of marketing and PR "integration" in a middle chapter, with Licensing, books, ad, TV & Radio spots, music and the whole nice yards. Sounds modern, eh? This was for Sleeping Beauty in 1958. Yes, Walt was a artistic and futuristic genius, but his brother Roy was a early adapter of what Lorraine's book calls "Synergy". There wouldn't be a Disneyland if it wasn't for Roy's genius, either, let us not forget.Anyway, this book is chock-a-block full of how Eisner/Wells pushed and reinvented marketing and PR integration into "Synergy" and how the author helped bring it about. Mind you, besides the fascinating marketing stories, there's lots of trivia and history for those years too.A must read for students of Marketing, Public Relations or Disney History.

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!

Llegó en perfecto estado y muy buen libro