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商品編號： 9-512-017 出版日期： 2011/08/16 作者姓名： Elberse, Anita;Christensen, Michael 商品類別： Marketing 商品規格： 15p 再版日期： 2011/10/15 地域： United States 產業： Apparel industry;Music industry 個案年度： 2009 - 2011
商品敘述：
In March 2011, Troy Carter, manager of pop star Lady Gaga, reflects on decisions made regarding his artist''s concert tour and faces a new set of challenges regarding the launch of Lady Gaga''s new album, Born This Way. Is a huge, expensive launch akin to that of a "tent-pole" movie the best way to capitalize on Gaga''s popularity, or is a more moderate approach that relies on word-of-mouth the right way to proceed? Designed to help students understand the decisions that helped propel Lady Gaga into one of the entertainment world''s biggest names. Written from the perspective of her manager, the case provides rich insights into the artist''s touring, recorded-music, and social-media activities, as well as supporting economic data.
涵蓋領域：
Innovation;Marketing;Product distribution;Product launches;Social media;Product development;Talent management
相關資料：
, (9-512-046), 20p, by Anita Elberse
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