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商品編號： 9-505-046 出版日期： 2004/12/20 作者姓名： Godes, David B.;Ofek, Elie 商品類別： Marketing 商品規格： 19p 再版日期： 2005/10/31 地域： United States 產業： Retail and consumer goods 個案年度： 2000 - 2000
商品敘述：
Hasbro''s newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they''ve always been done or blazing a new path in the marketing of toys. This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.
涵蓋領域：
Advertising;Consumer marketing;Innovation;Marketing management;Marketing strategy;Product launches;Product introduction
相關資料：
Case Teaching Note, (5-508-112), 22p, by Elie Ofek, David B. Godes;Video Short, (7412), 0p, by Elie Ofek
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