The Power of One and the Power of Many

Chuck Brymer

Chapter Chapter 1 in The Nature of Marketing, 2009, pp 1-16 from Palgrave Macmillan

Abstract: Abstract what makes people suddenly start flocking to Canada in the middle of winter?In early 2007, the world became transfixed by the story of Knut, a polar bear cub who was rejected by its mother after being born in captivity at the Berlin Zoo. As he survived and grew under the care of humans, he became an international celebrity, spawning books, record crowds of visitors, and even an animated movie deal.

Keywords: Polar Bear; Dartmouth College; Brand Awareness; Social Graph; Viral Marketing (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-22723-1_1

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DOI: 10.1057/9780230227231_1

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