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Corona: The Inside Story Of America'S 1 Imported Beer

Corona: The Inside Story Of America'S 1 Imported Beer

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  • ISBN:9780471429968
  • Editorial: Wiley & Sons Ltd.
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:288
  • Idiomas:Ingles,Inglés

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This is a business Cinderella success story of how the working man's brew of Mexico went from no presence in the United States to being the leading import beer consumed in just two decades. Author Ellis Goodman - who is largely responsible for the astounding growth of Corona - offers a perspective on the business challenges this brand faced, including marketing, brand insights and negotiations with the Mexican government and businessmen

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