When President John F. Kennedy first roused the nation with his 1961 challenge to send astronauts to the Moon and back, most Americans took it on faith that it was a worthwhile quest. But they likely didn’t fully appreciate that in the decade that followed, NASA would also marshal all its marketing and public relations know-how to ensure that the court of public opinion would continue to give the space agency’s lunar efforts a hearty thumbs-up. To learn more, Forbes.com turned to two U.S.-based marketing professionals — David Meerman Scott and Richard Jurek — who co-authored the newly published Marketing the Moon: The Selling of the Apollo Lunar Program, which also includes a foreword by Apollo 17 Commander Eugene Cernan. You note that Apollo was the most important marketing and PR case study in history. How so? Read How via Forbes.