The first marketing director of an established winery is charged with reviving the once-popular brand. Cofounded by a specialist winemaker with ties to the famous Château Lafite-Rothschild, Clos Du Val had seen with high evaluations accompanied by robust sales. Though it was not clear why, during the 1990s, however, sales had begun to lag. What should the new marketing director do? A teaching note is available to verified faculty that covers both this condensed A and B case and the longer A and B cases along with the follow-up C case (UVA-M-0749); a multimedia case supplement featuring interviews with the principals is, in addition, accessible.
PUBLICATION DATE: February 02, 2011 PRODUCT #: UV5745-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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