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Compact case
Supplement
-
Reference no. 9-596-085
Subject category: Marketing
Authors: Lisa R Klein (Harvard Business School); Alvin J Silk (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1996
Version: 31 October 1997
Length: 2 pages
Data source: Field research
Topics: Advertising campaigns; Advertising strategy; Consumer marketing; Marketing management; Marketing strategy; Brands
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Abstract

Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995.
Location:
United States
Industry:
Alcoholic beverages
Size:
USD195 million revenues; 400 employees
Other setting(s):
1993-1995
Case
-
Reference no. 9-596-076
Subject category: Marketing
Authors: Lisa R Klein (Harvard Business School); Alvin J Silk (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1996
Version: 12 November 1997
Length: 29 pages
Data source: Field research
Topics: Advertising campaigns; Advertising strategy; Consumer marketing; Marketing management; Marketing strategy; Brands
View full details
Supplement
-
Reference no. 9-596-094
Subject category: Marketing
Authors: Lisa R Klein (Harvard Business School); Alvin J Silk (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1996
Version: 5 November 1997
Length: 16 pages
Data source: Field research
Topics: Advertising campaigns; Advertising strategy; Consumer marketing; Marketing management; Marketing strategy; Brands
View full details

About

Abstract

Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995.

Settings

Location:
United States
Industry:
Alcoholic beverages
Size:
USD195 million revenues; 400 employees
Other setting(s):
1993-1995

Related

Case
-
Reference no. 9-596-076
Subject category: Marketing
Authors: Lisa R Klein (Harvard Business School); Alvin J Silk (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1996
Version: 12 November 1997
Length: 29 pages
Data source: Field research
Topics: Advertising campaigns; Advertising strategy; Consumer marketing; Marketing management; Marketing strategy; Brands
View full details
Supplement
-
Reference no. 9-596-094
Subject category: Marketing
Authors: Lisa R Klein (Harvard Business School); Alvin J Silk (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1996
Version: 5 November 1997
Length: 16 pages
Data source: Field research
Topics: Advertising campaigns; Advertising strategy; Consumer marketing; Marketing management; Marketing strategy; Brands
View full details