| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 886154 | Journal of Interactive Marketing | 2009 | 13 Pages |
Abstract
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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Sandeep Krishnamurthy,