Marketing applications: from Angry Birds to happy marketers

Tools

Harker, Michael and Taheri, Babak (2011) Marketing applications: from Angry Birds to happy marketers. In: Academy of Marketing Conference 2011, 2011-07-05 - 2011-07-07. (http://marketing.conference-services.net/resources...)

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Abstract

This marketing teaching case is focussed on the rapidly emergent industry associated with Apps for mobile devices. After setting the context in respect of the awe-inspiring numbers associated with these markets the case is made that innovative marketing is happening across all parts of the basic marketing framework – the 4Ps. The case presents many specific examples of marketing related decision making and outcomes, focussing on games-Apps such as Rovio’s best-selling Angry Birds game.

ORCID iDs

Harker, Michael ORCID logoORCID: https://orcid.org/0000-0002-5707-3775 and Taheri, Babak;
CORE (COnnecting REpositories)