In Soft Drink Marketing a Funny Thing Happened on the Way to Market
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For anyone to consider in their review of marketing, it never hurts for any companies, or individuals, who are aware of their own marketing imperfections, to know that even a company with the elite reputation of The Coca-Cola Company, can have their less than spectacular marketing moments. And all persons involved in marketing of consumer products need to keep in mind that success is dependent on what is known as the Five P’s of Marketing which are (1) Product, (2) Package, (3) Price, (4) Place and (5) Promotion.
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About the Book
The stories in this book include a lot of marketing decisions, some of which include marketing mistakes that should be of great interest. The purpose of this marketing review is to provide knowledge of the marketing implemented by a major soft drink company on the way to the market, and to ensure that readers have a full understanding of the importance of what are known as the five Ps of marketing.
About the Author
The author served in the soft drink industry as a company district manager based in Salt Lake City and subsequently as a district manager in Birmingham, Alabama. He then was a senior district manager in Dallas and a regional manger in New Orleans and New York. He also served as a Chicago-based area marketing manager for over ten Midwestern states. By the early 1980s, he was at the corporate headquarters and was able to participate in the planning and execution of what was known as the Bottler Structure Project. That project, which was subsequently followed by the formation of a publicly held company of his corporation, was fascinating, as was the formation of the publicly held company, which has subsequently been acquired by the corporation.