The Marketing of the Miller Brewing Co.

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"Miller Brewing Company has had three notable events in its history. In 1970 it was bought, by Philip Morris Company, it developed a "light" beer in 1974 and in 1988, Leonard Goldstein became its CEO and President. These three events have combined to make Miller Brewing Company the number two beer producer in the United States. Many believe that it was not until Philip Morris bought Miller that really sophisticated marketing programs for beer came into being; and that nothing has been the same since.

When Philip Morris bought Miller Brewing it was ranked seventh in the industry. But it did not take long for its parent company to unleash a high-powered marketing campaign. Miller Vice President Easton noted, "Even our most heated competitors would agree that we were responsible for the marketing revolution ... "

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