(Download) "Stella Artois in the U.K." by Paul W. Beamish * eBook PDF Kindle ePub Free

eBook details

Title: Stella Artois in the U.K.
Author : Paul W. Beamish
Release Date : January 06, 2001
Genre: Business & Personal Finance,Books,Marketing & Sales,Economics,
Pages : * pages
Size : 1580 KB

Description

Stella Artois, Interbrew company's flagship brand of beer, has experienced phenomenal success on the international market. The United Kingdom market has played a critical role in that success, and Interbrew needs to assess the reasons for this. Interbrew's managing director and its chief marketing officer are meeting to have a discussion about how to proceed in developing the Stella Artois brand. First, they need to understand what part of the company's success was due to expert marketing practices and what part might possibly be due to being in the right place at the right time. As well, they want to assess what possible steps might be taken to spread these practices across the corporation for use in the company's global marketing strategy.