02349nam a2200493 i 4500 000710234 StDuBDS 20240202172917.0 20160518115744.0 m||||||||d|||||||| cr ||||||||||| 160408s2016 enka fo 000|0|eng|d NEZPRACOVANÝ IMPORT 9781473971448 (ebook) : No price (OCoLC)1017727449 StDuBDS eng StDuBDS rda pn HD69.B7 658.827 23 Lee, Angela Y., author. Wrigley's Eclipse gum : managing brand adolescence / Angela Y. Lee, Greg Merkley & Bob Bailey. [London] : SAGE, 2016. 1 online resource : illustrations (black and white, and colour). text rdacontent still image rdacontent computer rdamedia online resource rdacarrier SAGE knowledge. Cases Originally Published in: Lee, A. Y., Merkley, G., & Bailey, B. (2015). Wrigley's Eclipse Gum: Managing Brand Adolescence (teaching notes revised 08/04/2015). 5-414-752. Evanston, IL: Kellogg School of Management, Northwestern University. Wrigley launched Eclipse gum in August 1999. In early 2000, Paul Chibe became senior marketing manager for Wrigley's breath freshening portfolio, which included Eclipse. With the disappointing first-year performance of the brand, Chibe needed to take action to turn Eclipse around. His task was to use the opinions from other Wrigley executives and from marketing research data to decide if Eclipse could be turned around or if it should be abandoned. Description based on online resource; title from home page (viewed on April 29, 2016). elektronické knihy fd186907 czenas electronic books eczenas Wm. Wrigley Jr. Company. Brand name products Case studies. Marketing Management Case studies. Merkley, Greg, author. Bailey, Bob, author. SAGE knowledge. Cases. SAGE knowledge https://sk.sagepub.com/cases/wrigleys-eclipse-gum-managing-brand-adolescence Plný text SBC EB NEPOSILAT EB