Setting fires beyond music: Roxio leads the market for CD-burning software by a wide margin. And none of its competitors are marketing their wares as aggressively as the Adaptec spin-off. So why is the company bothering with a $20 million campaign now? For good reason. (Casebook)

Authors :: Gordon, Andrew
Source :: Adweek Magazines' Technology Marketing. January, 2002, Vol. 22 Issue 1, p21, 4 p.
Publication Year :: 2002
Abstract: Chris Gorog wants Roxio to be the next Coke. He wants the Roxio brand to be synonymous with CD burning. His challenge, then, is to make sure the Milpitas, Calif., […]

Subjects :: Company marketing practices
Company business planning
Company business management
CD-ROM mastering software
Software quality
CD-ROM technology
Product marketing strategy
Company product planning
Roxio Inc. -- Management -- Marketing -- Planning
Software -- Product information -- Planning
Computer software industry -- Management -- Product information -- Planning
CD-ROM -- Product information -- Planning
Brand name products -- Management -- Product information

Tools