| Title | : | Global Branding of Stella Artois |
|---|---|---|
| Author | : | Paul W. Beamish |
| Release | : | 2000-10-19 |
| Kind | : | ebook |
| Genre | : | Business & Personal Finance, Books, Marketing & Sales, Economics |
| Size | : | 1117255 |
| Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. Recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. The early stages of Interbrew's global branding strategy and tactics are examined, enabling students to consider these concepts in the context of a fragmented but consolidating industry. It is suitable for use in courses in consumer marketing, international marketing and international business. |
