around the country The company
it was bad business to continue avoiding the use of the powe
television. In defense of his company's maneuver, the general sales manager said, "There
are a lot worse things than alcohol ads on TV." Many people found this incident very
1 ) very selfish. Incidents such as this illustrate the
disturbing and the company's (
shift away from social responsibility toward marketing.
One major brewer* found beer sales flat in 1998. Its typical target audience was
To increase sales, the brewer decided