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商品編號: 9-509-725 出版日期: 2009/03/01 作者姓名: Moon, Youngme;Norton, Michael I. 商品類別: Marketing 商品規格: 6 再版日期: 地域: 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:
Consumer marketing;Social enterprise;Advertising;Marketing campaigns;Brand management;Nonprofit organizations;Product management
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