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商品編號: 9-806-126 出版日期: 2006/03/20 作者姓名: Gilbert, Clark;Winston, Victoria W.;Lassiter, Joseph B. 商品類別: Entrepreneurship 商品規格: 24p 再版日期: 2007/02/05 地域: New York 產業: Advertising & public relations;Games 個案年度: 2002 - 2004
商品敘述:
How do you go to market with a brand new product in a new industry? How does a business develop an opportunity and then adapt its strategy to ensure success? Who are the early adopters and how does a business work with them? Katherine Hays, chief operating office at Massive Inc., faced several options for guiding the development and launch of the Massive Ad Network. Massive had recognized that young males, ages 18 to 34, were becoming increasingly hard to reach through traditional means of advertising yet, at the same time, video game usage by this highly coveted market segment had skyrocketed and online game advertising provided a valuable revenue opportunity. To capitalize on the situation, Massive had built a product that enabled the dynamic delivery of advertising content into video games. Although the concept was simple, successful adoption of the new advertising medium required the enthusiastic buy-in from three distinct audiences: game publishers and developers, advertisers and their media buyer, and gamers. To be successful, Massive needed to continue to ask questions, experiment, and listen to each of these constituencies.
涵蓋領域:
Entrepreneurship;Innovation;Advertising;Marketing;Market segmentation;Product introduction;Business models;Implementing strategy
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