Madonna - Two Decades of Successful Personality Marketing
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Case Details:
Case Code : MKTA021
Case Length : 14 Pages
Period : -
Pub Date : 2005
Teaching Note :Not Available
Organization : -
Industry : -
Countries : -
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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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Excerpts
Marketing
In her twenty plus year career Madonna was often described as a bellwether, a harbinger, a metaphor for American society. In the 1980s, her Material Girl persona was held up as an embodiment of the "Greed is Good" decade.
She was once famously described as the musical equivalent of a junk bond. In the early 1990s, her obsession with sleaze and obscene outburst on a TV show outraged the moralists. Madonna responded to her mid-career slump by getting back to basics, working harder than ever, and embracing a kinder, gentler Maternal Girl persona.
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As times changed and age caught up with her, Madonna repositioned herself as a theatre artist, an actress, a doting mother, a devoted wife and later as a storywriter of children books. "Where Detroit (the American industry) seems to have a difficult time retooling and turning out a new product line every couple of years to stimulate its customers, Madonna does not. She comes out with new looks, new lines with all sorts of new gizmos, options and flashing lights."...
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The Road Ahead
"Living in a Material World", Madonna's first album had been a worldwide smash twenty years ago.
Since then Madonna, had provoked, entertained and astonished people across the world with sartorial excess, dancing prowess, video artistry, and hits after hits.
An icon for female pop stars, more than her star quality, it was Madonna's ability to reinvent herself, while retaining complete control of her career that seemed to have enabled her to be prominent and successful for well over 20 years... |
Exhibits
Exhibits I: Madonna
Exhibits II: Madonna's Music albums
Exhibits III: Actress - Filmography in Production - 2000s, 1990s and 1980s
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