It's a New Day: Microsoft's Office 2007 Launch Campaign

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

To introduce students to the possibilities of “engagement marketing” using emerging digital marketing channels To emphasize the complementary nature of traditional versus digital media and their relative effectiveness at different stages of the consumer journey from awareness to perception change to behavior. To highlight the opportunities and opportunities in designing and measuring the effectiveness of integrated marketing campaigns when digital channels are added to the marketing communications mix.

Keywords

Citation

Sawhney, M. and Waikar, S. (2017), "It's a New Day: Microsoft's Office 2007 Launch Campaign", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000166

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Kellogg School of Management

Copyright © 2009, The Kellogg School of Management at Northwestern University

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