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Global Branding of Stella Artois

By Paul W. Beamish

Release : 2000-10-19

Genre : Business & Personal Finance, Books, Marketing & Sales, Economics

Kind : ebook

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Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. Recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. The early stages of Interbrew's global branding strategy and tactics are examined, enabling students to consider these concepts in the context of a fragmented but consolidating industry. It is suitable for use in courses in consumer marketing, international marketing and international business.

Global Branding of Stella Artois

By Paul W. Beamish

Release : 2000-10-19

Genre : Business & Personal Finance, Books, Marketing & Sales, Economics

Kind : ebook

(0 ratings)
Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. Recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. The early stages of Interbrew's global branding strategy and tactics are examined, enabling students to consider these concepts in the context of a fragmented but consolidating industry. It is suitable for use in courses in consumer marketing, international marketing and international business.

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