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商品編號： 9-512-010 出版日期： 2012/04/03 作者姓名： Teixeira, Thales S.;Caverly, Alison 商品類別： Marketing 商品規格： 16p 再版日期： 2013/04/16 地域： 產業： Advertising industry 個案年度： 2011 - 2011
商品敘述：
The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in part due to the rise of viral marketing as a promising promotion tool for advertisers to reach and engage with consumers cheaply and quickly via word-of-mouth. Mekanism''s president is contemplating expanding its services to other advertising content and media (e.g., televison, print, online) in effect becoming a full-service ad agency. This case is intended to discuss whether Mekanism should ''evolve'' into an ad agency or keep focused on producing and distributing viral marketing content.
涵蓋領域：
Cause marketing;Media relations;Business communication;Digital marketing;Core competencies;Competitive strategy;Marketing;Advertising media;Business expansion;Strategy execution;Disruptive innovation;Financial statements;Economics;Growth strategy
相關資料：
, (9-513-043), 19p, by Thales S. Teixeira
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