W. K. Kellogg Company (B)

6 Pages Posted: 16 Jun 2009

See all articles by Mark E. Parry

Mark E. Parry

University of Missouri at Kansas City - Department of Organizational Leadership/Marketing

Yoshinobu Sato

University of Marketing and Distribution Sciences

Abstract

This case supplements the A case (UVA-M-0465) by describing important events in the U.S. cereal market from June 1994 to November 1994.

Keywords: advertising strategy, brand management, pricing, promotion

Suggested Citation

Parry, Mark E. and Sato, Yoshinobu, W. K. Kellogg Company (B). Darden Case No. UVA-M-0472, Available at SSRN: https://ssrn.com/abstract=1420548 or http://dx.doi.org/10.2139/ssrn.1420548

Mark E. Parry (Contact Author)

University of Missouri at Kansas City - Department of Organizational Leadership/Marketing ( email )

5110 Cherry St.
Kansas City, MO 64110
United States

Yoshinobu Sato

University of Marketing and Distribution Sciences ( email )

Kobe 651-2188
Japan

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