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Case Study
1.
William Grant & Sons Ltd.: Single Malt campaign
Judson Knight, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.683-686
William Grant & Sons, the UK distillers, own Glenfiddich, a single malt with a 27% global market share, but little exposure in the US market. 1997 UK research demonstrated whisky was perceived as a dr ...

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