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商品編號: 9-509-013 出版日期: 2008/07/12 作者姓名: Moon, Youngme;Norton, Michael I.;Chen, David 商品類別: Marketing 商品規格: 16p 再版日期: 2009/02/25 地域: Africa;United States 產業: 個案年度: 2007 -
商品敘述:
Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2''s Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap, Apple, Motorola, Armani, and American Express. The business model was structured to benefit partner companies by increasing consumer purchases - of (RED)-branded products such as red iPods and phones - while also resulting in increased donations to the Global Fund.
涵蓋領域:
Advertising;Brand management;Consumer marketing;Nonprofit organizations;Product management;Social and global issues
相關資料:
Case Teaching Note, (5-509-054), 14p, by Michael I. Norton, Youngme Moon;Video Supplement, (9-509-725), 6p, by Youngme Moon, Michael I. Norton
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