Public Relations at Microsoft
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(Case Code: MKTG194) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG194 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
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| Case Length |
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12 Pages |
| Period |
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1980-2008 |
| Pub Date |
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2008 |
| Teaching Note |
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Not Available |
| Organization |
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| Industry |
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Computers |
| Countries |
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USA |
Abstract:
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Microsoft Corporation is widely regarded as a highly PR-savvy company, consistently topping the Cision Index that ranks companies on the basis of positive coverage in the media.
The case discusses Microsoft's approach to public relations (PR) over the years and describes some of the successful and unsuccessful PR campaigns that the company carried out in the past.
The case ends with a discussion on Microsoft's new PR campaign for one of its latest products, Windows Vista Ultimate.
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Issues:
The teaching objectives of this case are to:
» Appreciate the importance of PR in marketing
» Learn about some PR campaigns carried out by Microsoft
» Assess how a company can use PR to strengthen its competitive position
This case is meant for MBA/PGDBM students and is designed to be a part of their Marketing Management curriculum.
Contents:
Keywords:
Microsoft Corporation, Bill Gates, Public Relations, PR campaign, Public image, Communications mix
Public Relations at Microsoft
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