Last orders for Guinness?
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Contributions
- Open University - Contributor
- Films for the Humanities (Firm) - Contributor
Publication
2007 - Films for the Humanities & Sciences, Princeton, N.J, New Jersey
Language
English
Word Count
7,000 words, Guess
Page Count
28 pages
Physical Format
Video Recording
Identifiers
- OCLC Control Number252223565
- Open LibraryOL47069994M
Alternate Titles
- Last call for Guinness?
- Money programme (Television program)
Description
An informative marketing case study that analyzes the Guinness strategy for survival in today's market, one currently dominated by lighter, sweeter drinks. Examines the company's latest offering, Guinness Red, and the ambitious and hugely expensive advertising campaign created to promote it. Features interviews with Philip Almond, marketing director for Guiness GB; Julian Spooner, the company's former marketing director; and advertising guru Peter York. Includes television spots from Guinness ad campaigns.
Subjects
Topics
Places
Times
Series Statement
- MGT 442 (NU course)
- MGT 602 (NU course)
- MKT 230 (NU course)
- MKT 402A (NU course)
- MKT 430 (NU course)
- MKT 443 (NU course)
- MKT 631 (NU course)
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