Title Details

Corona: The Inside Story of America's #1 ImportedBeer
Buy Rights Online Buy Rights

Rights Contact Login For More Details

  • Wiley

More About This Title Corona: The Inside Story of America's #1 ImportedBeer

  • English

English

ELLIS M. GOODMAN retired in 1998 as chairman and CEO of Barton Incorporated, the parent company of Barton Brands Ltd., the fourth largest producer, importer, and distributor of distilled spirits, and Barton Beers, Ltd., the second largest importer and distributor of imported beer in the United States. Goodman has worked in the beverage alcohol business since 1961, both in the United States and the U.K. He is currently Chairman of Allied District Properties Corp., a real estate investment and development company, and has other business interests in the United States and abroad. He is a member of the board of the J. L. Kellogg Graduate School of Management Dean’s Council at Northwestern University, cofounder of the U.K. Department of Trade and Industry Marketing Scholarship Program at Kellogg, and Chairman of the U.S. Marketing Scholars Fund. He was invested as a Commander of the British Empire by H.M. Queen Elizabeth in 1996 for services to British exports.
  • English

English

INTRODUCTION.

CHAPTER ONE: Planting Acorns: How Corona Came to the United States.

CHAPTER TWO: Building the Organization: Hiring the Right People.

CHAPTER THREE: The Modelo Brewery: A Brief History.

CHAPTER FOUR: Guinness Is Good . . . for Me: But Bigger Is Not Necessarily Better.

CHAPTER FIVE: Only Half the Pie: Expanding Corona Distribution in the United States.

CHAPTER SIX: The Attack of “the Simple Beekeeper”: More Unexpected Competition.

CHAPTER SEVEN: Rumors Can Kill a Brand: A Lesson in Crisis Management.

CHAPTER EIGHT: Silence Is Golden: A Different Approach to Beer Marketing.

CHAPTER NINE: It’s Miller Time . . . or Is It? Corona’s Success Upsets a Major Domestic Brewer.

CHAPTER TEN: Changing of the Guard: Management Changes and Succession Planning.

CHAPTER ELEVEN: The 800-Pound Gorilla: Anheuser-Busch Vies for Control of Corona.

CHAPTER TWELVE: It’s the Culture, Stupid: Mergers, Acquisitions, and New Directions.

CHAPTER THIRTEEN: The Final Round: Corona’s Explosive Growth.

SOURCES.

BIBLIOGRAPHY.

ACKNOWLEDGMENTS.

INDEX.

loading