Publications
Publications
- November 2013
- HBS Case Collection
Coca-Cola: Liquid and Linked
By: John Gourville and Noah Fisher
Abstract
Coca-Cola is considering which of several global marketing/promotional efforts to bring to the United States. Each has proven successful in other parts of the world, but for varying reasons. All represent efforts outside of the industry's normal advertising-based approach to marketing.
Keywords
Marketing; Promotions; Advertising; Marketing Strategy; Advertising Campaigns; Global Strategy; Food and Beverage Industry; United States
Citation
Gourville, John, and Noah Fisher. "Coca-Cola: Liquid and Linked." Harvard Business School Case 514-024, November 2013.
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