Breaking Down Airbnb’s Brand Marketing Strategy
Marketing Against The Grain
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Airbnb's Shift: Balancing Brand and Demand
This chapter explores Airbnb's strategic transition from search marketing to brand marketing in response to the COVID pandemic. It emphasizes the need for balancing demand generation and capture while analyzing the implications of budget cuts on marketing effectiveness. The discussion also touches on the influence of leadership and external factors on marketing strategies and measurement challenges.
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