Beam Inc. : the dilution of the Makers Mark brand (B) - Klinger, Robert (SAGE Publications Ltd, 2017)
Originally published in Klinger, R., Laughner, T., MacDonald, K., & ORourke, J. S. (2013). Beam Inc.: The dilution of the Makers Mark brand (B). 13-10 (B). Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.