Subject category:
Marketing
Originally published in:
2019
Length: 20 pages
Data source: Published sources
Abstract
This case provides a comprehensive overview of the marketing strategy enacted by the extramarital dating site, Ashley Madison. The case considers how, in the face of much adversity, not least surviving one of the most significant data breaches in history, Ashley Madison has managed to prevail as a widely successful viral brand in the adult dating sector. In overviewing its marketing trajectory, presenting an analysis of the competitive environment, and discussing some of the unique challenges the industry currently faces, this case can be used in two mainstay ways. First, it may be used as a basis for discussing and developing marketing planning for non-traditional and controversial businesses, as well as for businesses that have suffered public relations crises. Second, it may be used to explore the ethical and moral obligations and responsibilities of private businesses.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Geographical setting
Region:
World/global
Country:
United States
Featured company
ruby Life Inc
Type:
Privately held
Industry:
Internet media company
Other keywords:
Dating sites; Ashley Madison
About
Abstract
This case provides a comprehensive overview of the marketing strategy enacted by the extramarital dating site, Ashley Madison. The case considers how, in the face of much adversity, not least surviving one of the most significant data breaches in history, Ashley Madison has managed to prevail as a widely successful viral brand in the adult dating sector. In overviewing its marketing trajectory, presenting an analysis of the competitive environment, and discussing some of the unique challenges the industry currently faces, this case can be used in two mainstay ways. First, it may be used as a basis for discussing and developing marketing planning for non-traditional and controversial businesses, as well as for businesses that have suffered public relations crises. Second, it may be used to explore the ethical and moral obligations and responsibilities of private businesses.
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Geographical setting
Region:
World/global
Country:
United States
Featured company
ruby Life Inc
Type:
Privately held
Industry:
Internet media company
Other keywords:
Dating sites; Ashley Madison