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Case
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Reference no. 9-581-047
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); Penny Pittman Merliss (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1981
Version: 1 December 1992
Length: 22 pages
Data source: Field research
Topics: Consumer marketing; Advertising; Marketing planning; Marketing strategy; Communication strategy; Sales promotions; Product management
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Abstract

The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion.
Location:
United States
Size:
USD700 million revenues
Other setting(s):
1977
Teaching note
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Reference no. 5-583-016
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1982
Version: 14 August 1985
Length: 24 pages
Data source: Field research
View full details

About

Abstract

The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion.

Settings

Location:
United States
Size:
USD700 million revenues
Other setting(s):
1977

Related

Teaching note
-
Reference no. 5-583-016
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1982
Version: 14 August 1985
Length: 24 pages
Data source: Field research
View full details