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R. J. Reynolds's Dakota cigarette (A1) : designed for young women / Robbin Derry, Sachin Waikar.

Av: Medverkande: Materialtyp: TextSerie: Utgivningsuppgift: London : Kellogg School of Management, 2006Beskrivning: 1 online resourceInnehållstyp:
  • text
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9781526447494 (ebook) :
Ämnen: DDK-klassifikation:
  • 658.8 23
Onlineresurser: The case outlines how R. J. Reynolds learned from its mistakes in the failure of Uptown cigarette, a brand aimed at black smokers and how the company then adjusted its marketing strategy for the launch of its new female orientated cigarette brand Dakota.
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Originally published in Derry, R., & Waikar, S. (2006). R. J. Reynolds's Dakota cigarette (A1): Designed for young women. 5-306-500(A1). Evanston, IL: Kellogg School of Management at Northwestern University.

The case outlines how R. J. Reynolds learned from its mistakes in the failure of Uptown cigarette, a brand aimed at black smokers and how the company then adjusted its marketing strategy for the launch of its new female orientated cigarette brand Dakota.

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