Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: Verity: In Tune with Viral Marketing
Title
Verity: In Tune with Viral Marketing
Author
Peta Krost Maunder; Yvonne Saini
Pages
13
Product Type
Case
Reference #
WBS-2009-16
Teaching Note
Institute
Setting
Cape Town
Year
2009
Keywords
Viral Marketing, marketing, music industry
Summary/
Abstract
Abstract
Looking across the bay from her home in Hout Bay, Cape Town singer Verity Price (known to her fans as Verity) reflected on how she had not allowed the exclusive South African music industry to prevent her from making and selling her first album. She was one of the world forerunners in using Internet viral marketing to sell her music, and she was the first singer to sell an album before it had been made. Now, in April 2009 – nine months after her album was launched – sales had slowed, and she wondered whether she could use viral marketing differently to increase sales?
The Impact of AABS Video
"The impact of AABS Video" was filmed at the Gordon Institute of Business Science, Johannesburg and at the University of Cape Town Graduate School of Business, Cape Town during the AABS Members Meeting and Conference 2011.
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
