This is a business Cinderella success story of how the working man's brew of Mexico went from no presence in the United States to being the leading import beer consumed in just two decades. Author Ellis Goodman - who is largely responsible for the astounding growth of Corona - offers a perspective on the business challenges this brand faced, including marketing, brand insights and negotiations with the Mexican government and businessmen.
- ISBN10 0471429961
- ISBN13 9780471429968
- Publish Date 5 May 2003
- Publish Status Out of Stock
- Out of Print 18 October 2003
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Hardcover
- Pages 256
- Language English