Review
Marketing the Moon is a fascinating look at how NASA and its partners brought the Moon to the world's living rooms. Apollo's revered place in the collective imagination stems, in large part, from the efforts detailed in this book.
(Fritz Johnston, Vice President, Brand and Advertising, The Boeing Company)
Don't think for a moment that NASA masterminded a PR campaign that brought the Apollo missions into our living rooms. Just like everything else about the Moon program, how -- and how much -- to share Apollo with the public was a learn-as-you-go affair that involved not only NASA's public affairs office but top NASA managers and even astronauts. As this excellent and informative book details, even the idea of live television from the Moon was a matter of heated debate, and there were moments when it might've gone the other way. Thank heaven it didn't: When humans first voyaged to the moon, they took the world along.
(Andrew Chaikin, author of
A Man on the Moon)
To call the Apollo Program the greatest marketing exploit of the 20th century is not hyperbole, but, as David Meerman Scott and Richard Jurek show us, simply a statement of fact. Thanks to this thorough and detailed account, we can better understand not just the talent and dedication of the Mad Men-era professionals who sold the Moon to a global public, but also the larger transformation of statecraft into stagecraft, and the enduring and irreversible transformation of the public sphere into an enterprise of image creation, and manipulation.
(Nicholas de Monchaux, Associate Professor of Architecture and Urban Design, University of California, Berkeley, and author of
Spacesuit: Fashioning Apollo)
We have long known that NASA mobilized a broad public relations campaign supporting the Apollo program of the 1960s. We have not known until now, with the publication of Marketing the Moon by David Meerman Scott and Richard Jurek, the details of the campaign. Scott and Jurek offer a compelling account of these great efforts, informed by interviews with many of the participants, and well-illustrated by unique imagery and documents.
(Roger D. Launius, Senior Curator, Smithsonian National Air and Space Museum)
President Kennedy hoped the nation would succeed in sending a man into space and landing on the Moon. Though he did not live to see it happen, his dream was fulfilled. David Meerman Scott and Richard Jurek's Marketing the Moon shows us in vivid detail what it took to make this happen. This is one of the great stories of the 20th century.
(Alan Brinkley, Allan Nevins Professor of American History, Columbia University)
About the Author
David Meerman Scott is a marketing strategist and the author of three bestselling books,
The New Rules of Marketing and PR, Real-Time Marketing, and
Marketing Lessons from the Grateful Dead. He lives in Lexington, Massachuetts.
Richard Jurek has worked as a marketing and public relations executive for more than twenty years. He lives in Chicago.
Gene Cernan is a retired United States Navy officer and a former NASA astronaut. He has been into space three times: as pilot of Gemini 9, as lunar module pilot of Apollo 10, and as commander of Apollo 17, the final Apollo lunar landing. He was the last man to set foot on the moon.