CASE: Mozilla vs. Godzilla — The Launch of the Mozilla Firefox Browser

Journal of Interactive Marketing - Tập 23 - Trang 259-271 - 2009
Sandeep Krishnamurthy1
1E-Commerce and Marketing, Business Administration Program, University of Washington, Bothell, Box 358533, 18115 Campus Way NE, Room UW1-233, Bothell, WA 98011-8246

Tóm tắt

The case describes an interactive marketing campaign used to launch the open source, Mozilla Firefox browser. The case highlights key features of the campaign and the facilitating conditions that enabled product success. The sustainability of the community marketing effort in light of product maturation is the central marketing challenge that the organization now faces.

Tài liệu tham khảo

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