Author: Brown, Stephen

Source: European Business Review, Volume 18, Number 4, 2006 , pp. 322-332(11)

Publisher: Emerald Group Publishing Limited

Abstract:

<B>Purpose</B> - To extract the secrets of the marketing of Dan Brown's world-wide bestseller, <IT>The Da Vinci Code</IT>. <B>Design/methodology/approach</B> - Case study research based on secondary sources and close reading of relevant texts. <B>Findings</B> - The staggering success of <IT>The Da Vinci Code</IT> is contrary to conventional marketing wisdom, but conventional wisdom is increasingly inappropriate intoday's entertainment economy. <B>Research limitations/implication</B> - Case study research. Needs replication in additional domains. The accepted approaches to best marketing practice need re-evaluation. <B>Originality/value</B> - Approaches topic from unconventional direction. Tries to capture the spirit of Brown's writing.

Keywords: Literature; Marketing; Popular culture

Document Type: Research article

DOI: http://dx.doi.org/10.1108/09555340610677525

Publication date: 2006-07-01

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