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I have a new blog post up regarding an endorsement of a book as a good case study for social marketing:
Stephen Fry might not be well-known in the US, but he's almost a national treasure in England. He's a rarity, in that he is both a celebrity and an intellectual. Fry's entertaining QI show and wide-ranging intellectual interests have devoted followings. He is a Man Who Knows Of What He Speaks when it comes to an intellectual's fare. So an endorsement, however flip, has the weight of authority behind it.EvaLyford, Biznology Blog by Mike Moran, Sep 2009
You should read the whole article.