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Bud's inclusive marketing backlash / Kelsey Lawrence.
- Format:
- Book
- Author/Creator:
- Lawrence, Kelsey, author.
- Series:
- SAGE Business Cases.
- Sage business cases
- Language:
- English
- Subjects (All):
- Anheuser-Busch Brewing Association--Case studies.
- Anheuser-Busch Brewing Association.
- Marketing--Social aspects--Case studies.
- Marketing.
- Product management--Case studies.
- Product management.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2023.
- Summary:
- A recent social media campaign featuring a transgender influencer landed Budweiser and its parent company, Anheuser-Busch, in some controversy after conservative consumers called for a boycott of the brand. Anheuser-Busch responded by placing two of its marketing executives on leave, which led to backlash from the LGBTQ+ community. This case looks at the controversy and the company's response, and asks students to discuss it from the lens of inclusive marketing.
- Notes:
- Description based on XML content.
- ISBN:
- 1-0719-2837-6
- 9781071928370
- OCLC:
- 1388376855
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