| Description |
1 online resource : illustrations (black and white, and colour) |
| Series |
SAGE knowledge. Cases |
|
SAGE knowledge. Cases
|
| Summary |
In 2005, a wine snob in the critically acclaimed movie 'Sideways' denounced merlot. Subsequently, sales of merlot, including sales for Terlato's Rutherford Hill merlot, declined significantly. Students are asked to evaluate three strategies - rebranding, cutting price, and launching television advertising - that Terlato is considering to reverse this decline |
| Notes |
Originally Published in: Tybout, A.M., Bennett, P., & Koenigs, B. (2008). Terlato Wines International: Managing Rutherford Hill Merlot in a Post-Sideways Market. 5-108-002. Evanston, IL: Kellogg School of Management, Northwestern University |
|
Online resource; title from home page (viewed on April 27, 2016) |
| Subject |
Terlato Wines International (Firm)
|
|
Marketing -- Case studies
|
|
Consumer behavior -- Case studies
|
|
Consumer behavior
|
|
Marketing
|
| Genre/Form |
Case studies
|
| Form |
Electronic book
|
| Author |
Bennett, Patrick, author
|
|
Koenigs, Brie, author
|
| ISBN |
9781473959583 |
|
1473959586 |
|
