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The Marketing of Heineken
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This 10 page paper considers the Harvard Business School case of Heineken N.V. looking at aspects of international marketing as they apply to this company. The writer considers the way in which the product is limited by the requirements of the company in maintaining brand image and value and the way in with it is differentiated. The paper considers how markets may be broadened, including a suggesting for a new marketing campaign at the end of the paper. The bibliography cites 10 sources.
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Pages:
10
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Filename:TS14_TEheinkn.rtf |
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Paper Title:
The Marketing of Heineken
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