Harlequin's Wish for the U.S. Market


Business Results Period (Consecutive Months): April 2008-March 2009
Start of Advertising/Communication Effort: April 15,2008
Base Period for Comparison: April 2007-March 2008

a) Synopsis of the Case

Harlequin Enterprises Limited is the global leader in series romance novels and women's fiction. Harlequin has just celebrated its 60-year anniversary and has published over five billion books. They publish over 120 titles a month in 29 languages in 107 markets. This Toronto-based publishing company's largest single market is the United States.

Harlequin had a specific and ambitious task: launch their latest hardcover, Debbie Macomber's Twenty Wishes, into the top five spot on The New York Times Best Seller list.