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| Author: | Sellers, P. |
| Title: | How Busch wins in a doggy market. ( *ANTHEUSER-BUSCH ) |
| Journal: | Fortune
1987 : JUN 22, VOL. 115:13, p. 67-77 |
| Index terms: | BREWING INDUSTRY MANAGEMENT MARKETING ADVERTISING SELLING |
| Language: | eng |
| Abstract: | A review of the development of the Anheuser-Busch brewery and August A. Busch, its chief executive. Its 11 breweries and rising market share in the U.S.since 1976. Target marketing as its most important technique, commercials, slogans, sponsorship of sports events, strong distribution, annual convention for wholesalers and the CEO's background and career. His obsession with quality, slow response to L.A., a low-alcohol brew, and nonbeer beverages. A graph shows the company's share, and another investor's earnings multiple. |
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