To maximize their effectiveness, color cases should be printed in color. On April 23, 1985, the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with a smoother, sweeter taste. The reaction of the American people was immediate and violent, causing three months of unrelenting protest against the loss of Coke. Was the marketing research at fault? The launch strategy? Or did Coke "just not get it"? This case explores marketing's most famous public disaster to reveal deep lessons about managing the brand. Includes color exhibits.

【書誌情報】

ページ数：36ページ

サイズ：A4

商品番号：HBSP-500067

発行日：1999/12/17

登録日：2009/12/11