The myth of the mainstream / Marcus Collins.

Format:

Book

Author/Creator:

Collins, Marcus, author.

Language:

English

Subjects (All):

Marketing.

Physical Description:

1 online resource (5 pages)

Edition:

[First edition]

Place of Publication:

[Cambridge, Massachusetts] : MIT Sloan Management Review, 2023.

Summary:

Conventional wisdom suggests that marketers should play it safe in a polarized culture and focus on potential customers who haven’t yet made up their minds — those in the middle, where the majority of the market is. But brand messaging can be more effective if it targets the subcultures that are strong brand supporters. Using McDonald’s successful fan-driven marketing strategy as an example, the author describes how the propagation effect can leverage existing customers to win over new ones.

Notes:

OCLC-licensed vendor bibliographic record.

"Reprint 65106."

OCLC:

1394897209

Publisher Number:

53863MIT65106