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| Author: | Brown, S. |
| Title: | Material Girl or Managerial Girl? Charting Madonna's Brand Ambition |
| Journal: | Business Horizons
2003 : JUL-AUG, VOL. 46:4, p. 2-10 |
| Index terms: | MARKETING MARKETING STRATEGY LEISURE INDUSTRY |
| Language: | eng |
| Abstract: | Madonna is a marketing genius on a par with P.T. Barnum. Like Barnum, she is an icon, a metaphor, a symbol of the country's constantly changing commercial psyche. She is a rock 'n' roll role model, the greatest show-off on earth, a bona fide marketing superstar with chutzpah to spare. The author reveals her secrets, and answers the question about why they are relevant to the emerging entertainment economy. If we can analyze the "Seven S's" of Madonna Marketing, and pause to consider the larger lessons to be drawn from her ceaseless self-promotion, we can attempt to assess Madonna's place in the marketing scheme of things |
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