An overview of the Wrigley chewing gum company, their marketing and product strategy and how they revitalized the market by catering to evolving consumer tastes.
Written in 2000; 2,447 words; 11 sources; $ 74.95
From the Paper:
"Industry experts have characterized Wrigley's marketing and product strategy in the past as "conservative"; however, marketing and product changes reflecting an awareness of changing demographics are helping Wrigley maintain their position as market leader and revitalize a mature market. "
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