This paper reviews the book Dan Baum's "Citizen Coors "(HarperCollins New York: 2000).
Written in 2002; 2,400 words; 1 sources; $ 89.95
Paper Summary:
This paper discusses that Baum documents over a century of brewing at the Coors Brewing Company. The author reports that the book identifies and anachronistic business model that fails to recognize the current relevance of marketing. The paper states that the book traces the company's attempts to adopt modern marketing principles and the manner in which this clashed with the owners' personal agendas.
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