August 2014
Beginner to intermediate
1009 pages
23h 39m
English
book
The Definitive Guide to Marketing Analytics and Metrics (Collection)
by Cesar Brea, Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox, Neil Bendle, Phillip E. Pfeifer, David Reibstein
Content preview from The Definitive Guide to Marketing Analytics and Metrics (Collection)
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9. SVEDKA Vodka
SVEDKA Vodka (A)
As he waited for his wife to meet him, Guillaume Cuvelier sat in a downtown Manhattan restaurant sipping vodka straight up. As founder and managing director of Spirits Marque One, a liquor importer, Cuvelier wondered if patrons of such an upscale bar would soon be ordering his new vodka by its name: SVEDKA. It was mid-1998, and the product was set to launch in just a few months. Scanning the bar for the competition’s vodka bottles, Cuvelier ran through the marketing campaign in his head.1
The U.S. government defined vodka as a neutral spirit “without distinctive character, aroma, taste, or color.” As one food and beverage writer explained, “Good vodka is considered to be one without the harsh, rubbing-alcohol ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
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