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Case Study
1.
The Hershey Company: The Crisp You Can't Resist! campaign
Susan Risland, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.709-715
Confectionary company Hershey, launched ReeseSticks - an extension of its popular Reese’s Peanut Butter Cups - in 1998. When an ad campaign was first aired, demand outstripped supply and Hershey had t ...

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