Description |
1 online resource : illustrations (black and white, and colour) |
Series |
SAGE knowledge. Cases |
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SAGE knowledge. Cases
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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 |
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Online resource; title from home page (viewed on April 27, 2016) |
Subject |
Terlato Wines International (Firm)
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Marketing -- Case studies
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Consumer behavior -- Case studies
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Consumer behavior
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Marketing
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Genre/Form |
Case studies
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Form |
Electronic book
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Author |
Bennett, Patrick, author
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Koenigs, Brie, author
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ISBN |
9781473959583 |
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1473959586 |
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