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.