Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management, Part 5 Managing Technology and Information.

Description:  Ted Hissey is senior vice president and director of innovation, consumer planning and global marketing services for spirits and wine producer Brown-Forman, marketer of brands such as Jack Daniel’s, Southern Comfort, Korbel, Chambord and Finlandia. Hissey oversees new product initiatives, market research and marketing services that support B-F’s brands on a global basis. Hissey spoke to eMarketer’s Debby Garbato about how B-F is using digital media to promote new and existing products.

Source: eMarketer.com

Date: Sep 07, 2012

Link:  http://www.emarketer.com/Article.aspx?R=1009327&ecid=a6506033675d47f881651943c21c5ed4#RreESO6m5KWUAOup.99

Questions for Discussions:

  • Describe the use of social media by the firm.
  • Do you have an ethical or social responsibility concern with the use of social media for the promotion of alcoholic beverages?
  • Do you think there should be restrictions or controls on the use of social media for marketing alcoholic beverages?

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