2 options
Wrigley's Eclipse gum : managing brand adolescence / Angela Y. Lee, Greg Merkley & Bob Bailey.
SAGE knowledge Connect to full text Available online
View online- Format:
- Book
- Author/Creator:
- Lee, Angela Y., author.
- Merkley, Greg, author.
- Bailey, Bob, author.
- Series:
- SAGE knowledge. Cases.
- SAGE Knowledge. Cases.
- SAGE knowledge. Cases
- Language:
- English
- Subjects (All):
- Brand name products--Case studies.
- Brand name products.
- Wm. Wrigley Jr. Company.
- Marketing--Management--Case studies.
- Marketing.
- Marketing--Management.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations (black and white, and colour).
- Place of Publication:
- [London] : SAGE, 2016.
- System Details:
- text file
- Summary:
- Wrigley launched Eclipse gum in August 1999. In early 2000, Paul Chibe became senior marketing manager for Wrigley's breath freshening portfolio, which included Eclipse. With the disappointing first-year performance of the brand, Chibe needed to take action to turn Eclipse around. His task was to use the opinions from other Wrigley executives and from marketing research data to decide if Eclipse could be turned around or if it should be abandoned.
- Notes:
- Originally Published in: Lee, A. Y., Merkley, G., & Bailey, B. (2015). Wrigley's Eclipse Gum: Managing Brand Adolescence (teaching notes revised 08/04/2015). 5-414-752. Evanston, IL: Kellogg School of Management, Northwestern University.
- No ILL or scholarly sharing allowed.
- Description based on online resource; title from home page (viewed on April 29, 2016).
- ISBN:
- 9781473971448
- OCLC:
- 1017727449
- Access Restriction:
- Restricted for use by site license.
The Penn Libraries is committed to describing library materials using current, accurate, and responsible language. If you discover outdated or inaccurate language, please fill out this feedback form to report it and suggest alternative language.