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Moore, Marian C.

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Altamar Brands and Absinthe: Feeding "the Green Fairy"

In May 2007, Altamar Brands had signed a contract to represent K?bler Absinthe in the United States. In June 2007, U.S. consumers greeted the news of absinthe's legalization with abandon. Industry vet ...

Brooke Correll and Clos Du Val: Adventures in Napa Valley (A)

This case is the first in the series. An established winery's first marketing director is charged with reviving the once-hot brand. Clos Du Val had seen its glory days, with high ratings accompanied b ...

Brooke Correll and Clos Du Val: Adventures in Napa Valley (A) and (B) (Condensed)

An established winery's first marketing director is charged with reviving the once-hot brand. Cofounded by an expert winemaker with ties to the famous Ch?teau Lafite-Rothschild, Clos Du Val had seen i ...

Brooke Correll and Clos Du Val: Adventures in Napa Valley (B)

In this three-part case, an established winery's first marketing director is charged with reviving the once-hot brand. Cofounded by an expert winemaker with ties to the famous Ch?teau Lafite-Rothschil ...

Brooke Correll and Clos Du Val: Adventures in Napa Valley (C)

In this three-part case, an established winery's first marketing director is charged with reviving the once-hot brand. Cofounded by an expert winemaker with ties to the famous Ch?teau Lafite-Rothschil ...

Green Ox

Ever find yourself looking for the perfect case for an exam or mid-term? They can be quite rare. "Green Ox" was written specifically for a mid-term exam in an MBA Marketing Management class. Rather th ...

Linking Products and Consumers: The Consumer Benefit Ladder Approach

This note provides a brief overview of the consumer benefit ladder (CBL) technique, a tool used to uncover why consumers buy particular products or services. CBLs are similar to means-end chains, hier ...

Philip Morris USA: Life After the Master Settlement Agreement (A)

When Philip Morris USA (PMUSA) president and CEO Michael Symanczyk took office in 1997, he began to re-envision how to take his company forward in the midst of public outrage over the negative health ...

Positioning: The Essence of Marketing Strategy

This note takes the reader through the development of a positioning statement for a target market. The exercise includes determining the relevant point of reference (market definition, product categor ...

Snibbie: Spit Happens (A)

Who hasn't had a great idea and believed it could generate millions? Greg Heard actually took his idea and developed a bib for infant caregivers he called the "Snibbie." The A case explores the entrep ...

Snibbie: Spit Happens (B)

Who hasn't had a great idea and believed it could generate millions? Greg Heard actually took his idea and developed a bib for infant caregivers he called the "Snibbie." The A case explores the entrep ...

ZYRTEC: Responding to Allegra

In April 2010, the ZYRTEC brand manager at Johnson & Johnson's McNeil Consumer Healthcare, learned that Sanofi's Allegra, the leading brand in the prescription antihistamine category, was anticipated ...
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