The perfect global marketing case study

This is perhaps the best case study ever of a product well conceived for a global market, customized and packaged dexterously for mass appeal and implemented with aplomb. Am talking about the latest Harry Potter novel that's capturing reams of paper across the world. I was wondering why Indian publications were carrying a chinese photograph - children in Beijing queuing up early in the morning for a copy. I took a while to register the strategy - a clear PR strategy. My inquisitiveness let me to the web where in I also found out that there are Indian and Chinese characters in the novel. Is it a deliberate move from JK Rowling or a marketing/PR ploy. Further details on the marketing strategy very clearly indicates that it certainly is a PR ploy. Chinese photograph across publications, late night kids camp/programmes across various prominent bookstores across the world, contests etc all before and after the launch leads one to think that it is a clever PR spin for a mediocre novel.