Best in brief: Marketing the material girl

Stephen Brown

Reviews article by Stephen Brown 'Marketing the material girl', (Business Horizons). The article discusses how Madonna has succeeded by breaking all the normal customer-focused rules.

best in brief

Business Horizons: Marketing the material girl

Stephen Brown

Douglas WestUniversity of Westminster

Madonna's marketing success relies more on the fact that people like to be shocked than in her ability to shock them. People enjoy being affronted...

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