The Resource It's a new day : Microsoft's Office 2007 launch campaign, Mohanbir Sawhney & Sachin Waikar

It's a new day : Microsoft's Office 2007 launch campaign, Mohanbir Sawhney & Sachin Waikar

Label
It's a new day : Microsoft's Office 2007 launch campaign
Title
It's a new day
Title remainder
Microsoft's Office 2007 launch campaign
Statement of responsibility
Mohanbir Sawhney & Sachin Waikar
Creator
Contributor
Author
Subject
Genre
Language
eng
Summary
Microsoft's Office team was developing the marketing communication plan for its new product, Office 2007. Office was a very mature product and several versions of the product had been introduced over more than 20 years. As such, the new version had to overcome the consumer perception that the versions of Microsoft Office that they already have are 'good enough' for them. The Office 2007 marketing team has come up with a two-step campaign strategy that sought to first create awareness and intrigue using traditional media, followed by the heavy use of digital media to get consumers to experience the product through different types of 'digital experiences.' The team needs to decide how much of its advertising spending it should shift from traditional media to digital
Member of
Cataloging source
StDuBDS
Dewey number
658.8101
Illustrations
illustrations
Index
no index present
LC call number
HF5438.5
Literary form
non fiction
Nature of contents
dictionaries
Series statement
SAGE knowledge. Cases
Target audience
specialized
Label
It's a new day : Microsoft's Office 2007 launch campaign, Mohanbir Sawhney & Sachin Waikar
Publication
Note
Originally Published in: Sawhney, M., & Waikar, S. (2009). It's a New Day: Microsoft's Office 2007 Launch Campaign. 5-409-756. Evanston, IL: Kellogg School of Management, Northwestern University
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier MARC source
rdacarrier
Content category
  • text
  • still image
Content type MARC source
  • rdacontent
  • rdacontent
Control code
EDZ0001383219
Extent
1 online resource
Form of item
online
Isbn
9781473970861
Isbn Type
(ebook)
Media category
computer
Media MARC source
rdamedia
Other physical details
illustrations (black and white, and colour)
http://library.link/vocab/recordID
.b34876522
Specific material designation
remote
System control number
sage9781473970861

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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