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Case Studies for Music as Currency

In: Hit Brands

Author

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  • Eric Sheinkop

Abstract

AS THE WORLD’S LARGEST BRAND, it is no surprise that Coca-Cola has dabbled in a wide variety of marketing efforts and techniques. Whether sponsoring sporting events, TV shows or environmental clean-up efforts, it is clear the company is constantly on the lookout for the next, most effective marketing strategy. Because of this innovative, cutting edge spirit, the brand has realized the power of more fully integrating music into its marketing strategy to address a recent challenge facing the company: Coca-Cola’s loss of relevance and cachet among teenagers.

Suggested Citation

  • Eric Sheinkop, 2013. "Case Studies for Music as Currency," Palgrave Macmillan Books, in: Hit Brands, chapter 8, pages 157-183, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27148-8_8
    DOI: 10.1057/9781137271488_8
    as

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