http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
xiii, 130 pages : illustrations (some color) ; 25 x 29 cm.
In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11's mission to the moon. How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, David Meerman Scott and Richard Jurek tell the story of one of the most successful marketing and public relations campaigns in history: the selling of the Apollo program.
A modern-day Columbia: fiction makes a giant leap -- NASA brand journalism: finding a voice -- An unprecedented public relations partnership: NASA and industry -- The whole world is watching: live TV on Apollo -- Lunar day: broadcasting, the press, and Apollo 11 -- In a different orbit: the astronauts as celebrities -- The Apollo roadshow: moonwalkers and moon rocks -- "So, where to now, Columbus?": the end of the Apollo era.
David Meerman Scott and Richard Jurek ; with a foreword by Captain Eugene A. Cernan.
Includes bibliographical references (pages 126-129).
National Aeronautics and Space Administration