2 CHAPTER 1 INTRODUCINGM ARKETING
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©ElvisPresleyEnterprises,Inc.hisprideandjoy.Butit camedowntothereality thatI hadtoopen it upfor my daugh-
ter'sfuture."
Today750,000peoplevisit Gracelandeachy~ar-52%ofthemunder35, which
suggeststhisisa businesswitha future.Themarsionhasupgraded its publicfacilities
manytimesovertheyears,buttherestillarenovendingmachines onthegroundsand
thelawnshaveneverbeenturnedintoa parkinglot.Theoriginal 24 acreshavebeen
expandedintoan80-acrecompoundandPriscillaintendsto adda hoteltothe complex.
Therearealsoplansfora casinoinLas Vegas-perhaps withanElvi s weddi ngchap el-
andaninternationalchainofHardRockCafe-stylere stauran ts calledElvisPresley's
Memphis .Finally,a staffof t enlawyers is employed full-timebyElvis PresleyEnter-
prisessimplytoprotectEl vis' s imagefrominterlopers.Sources:Corie Brown,"LookWho'sTakingCareofBusiness,"Newsweek,August18,1997,p.62.KarenSchoemer,"Burning
Love,"Newsweek,August18,1997,pp.58-61.G.Brown,"MoreEarll'ElvisUnearthed,"TheDenverPost,August15,1997,
p.9F.GregHassell,"KingofTreesRisesFromGraceland,"HoustonChronicle,Dec.8,1999,p.11.DuncanHughes,"Elvisis
BackFromtheDeadFmancially,"SundayBusiness,August15,1999,p.23.Introduction
ThesuccessofElvisPresleyEnterpriseswas aresultofthe insights andcourageof Priscilla
Presley.Despiteherlackofformaltrainingin marketing,sheexhibitedacreativeappro ach