Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 12 pages
Data source: Published sources
Topics:
The Da Vinci Code; Word-of-mouth publicity; Viral marketing campaign; Marketing ethics; Co-branded promotion; Bestselling novels; Doubleday Broadway Publishing Group; Sony Pictures Entertainment Inc; Dan Brown; Sony Ericsson Communications AB; Google Inc; Kayak Interactive; Internet marketing campaign; Motion picture marketing; Buzz marketing
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Abstract
The case is about the marketing of 'The Da Vinci Code', the international bestselling novel by Dan Brown. The novel was later made into a motion picture, which generated a lot of controversy with various Christian groups protesting against it. The case describes how word of mouth publicity resulted in the huge success of both the book and the movie. It also discusses the ethical issue of using controversy as a promotional tool.
Teaching and learning
This item is suitable for postgraduate courses.
Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 6 pages
Data source: Published sources
About
Abstract
The case is about the marketing of 'The Da Vinci Code', the international bestselling novel by Dan Brown. The novel was later made into a motion picture, which generated a lot of controversy with various Christian groups protesting against it. The case describes how word of mouth publicity resulted in the huge success of both the book and the movie. It also discusses the ethical issue of using controversy as a promotional tool.
Teaching and learning
This item is suitable for postgraduate courses.Settings
Related
Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 6 pages
Data source: Published sources