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    Cadbury España: Recuperando el liderazgo del mercado

    Garcés R. ; Chiesa, Cosimo

    • Reference: M-1199

    • Year: 2002

    • Number of pages: 19

    • Geographic Setting: España

    • Publication Date: Jun 5, 2007

    • Source: IESE (España)

    • Type of Document: Case

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    Description

    El caso versa sobre la estrategia comercial implantada por Cadbury para recuperar el liderazgo de Trident en el mercado español.

    Learning Objective

    Enfocar la discusión sobre el diseño de un plan de marketing relacional para fidelizar al canal mayorista.

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