02323nam a22005051i 4500 000711754 CaToSAGE 20240202172917.0 20170113114338.0 m|||||o||d|||||||| cr ||||||||||| 170109r20172013enk fo 000 0 eng d NEZPRACOVANÝ IMPORT 9781473993488 (ebook) : No price (OCoLC)1017716388 CaToSAGE eng CaToSAGE rda pn UtOrBLW n us HD9139.R5 D47 2017 338.767970973 Derry, Robin, author. Uptown cigarette / Robin Derry, Sachin Waikar. London : SAGE Publications Ltd, 2017. 1 online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Originally published: Derry, R., & Waiker, S. (2013). Uptown cigarette. 5-206-254. Evanston, IL: Kellogg School of Management, Northwestern University. After several years of losing market share to competitors, former industry giant RJ Reynolds (RJR) decides to regain strength through new brands targeting demographic segments that still show significant growth potential. As RJR prepares to launch a cigarette designed and marketed explicitly to black consumers, several community health groups join forces to protest it. When Health and Human Services Director Louis Sullivan asks RJR Chief Executive Officer Jim Johnston to withdraw the brand from the market, RJR needs to formulate an appropriate and socially acceptable response. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Johnston, Jim. R.J. Reynolds Industries. Tobacco industry Marketing United States Case studies. New products Case studies. Market segmentation United States Case studies. Waikar, Sachin, author. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/uptown-cigarette Plný text SBC EB NEPOSILAT EB