The marketing code: unlocking the secrets of Dan Brown's success

Abstract

Purpose

To extract the secrets of the marketing of Dan Brown's world‐wide bestseller, The Da Vinci Code.

Design/methodology/approach

Case study research based on secondary sources and close reading of relevant texts.

Findings

The staggering success of The Da Vinci Code is contrary to conventional marketing wisdom, but conventional wisdom is increasingly inappropriate intoday's entertainment economy.

Research limitations/implication

Case study research. Needs replication in additional domains. The accepted approaches to best marketing practice need re‐evaluation.

Originality/value

Approaches topic from unconventional direction. Tries to capture the spirit of Brown's writing.

Citation

Brown, S. (2006), "The marketing code: unlocking the secrets of Dan Brown's success", European Business Review, Vol. 18 No. 4, pp. 322-332. https://doi.org/10.1108/09555340610677525