CASE: Mozilla vs. Godzilla - The Launch of the Mozilla Firefox Browser

被引：13

作者：

Krishnamurthy, Sandeep ^{[1
]}

机构：

[1] Univ Washington, E Commerce & Mkt Business Adm Program, Bothell, WA 98011 USA

来源：

JOURNAL OF INTERACTIVE MARKETING | 2009年 / 23卷 / 03期

关键词：

Open source; Online community; Interactive marketing; US V. MICROSOFT; COMMUNITIES; NETSCAPE;

D O I：

10.1016/j.intmar.2009.04.008

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (c) 2009 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.

引用

页码：259 / 271

页数：13

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