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- W2485272859 abstract "AS THE WORLD’S LARGEST BRAND, it is no surprise that Coca-Cola has dabbled in a wide variety of marketing efforts and techniques. Whether sponsoring sporting events, TV shows or environmental clean-up efforts, it is clear the company is constantly on the lookout for the next, most effective marketing strategy. Because of this innovative, cutting edge spirit, the brand has realized the power of more fully integrating music into its marketing strategy to address a recent challenge facing the company: Coca-Cola’s loss of relevance and cachet among teenagers.KeywordsMarketing StrategyBrand EquityMarketing EffortMusic IndustryConsumer BaseThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves." @default.
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- W2485272859 date "2013-01-01" @default.
- W2485272859 modified "2023-09-25" @default.
- W2485272859 title "Case Studies for Music as Currency" @default.
- W2485272859 doi "https://doi.org/10.1057/9781137271488_8" @default.
- W2485272859 hasPublicationYear "2013" @default.
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