Case Studies for Music as Currency

Eric Sheinkop

Chapter 8 in Hit Brands, 2013, pp 157-183 from Palgrave Macmillan

Abstract: 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.

Keywords: Marketing Strategy; Brand Equity; Marketing Effort; Music Industry; Consumer Base (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27148-8_8

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DOI: 10.1057/9781137271488_8

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