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marketing history, value-chain dynamics
The federal ban on the manufacture, distribution, and sale of alcoholic beverages in the United States from 1920-1933 provides a unique and fascinating context for understanding fundamental marketing processes. The most direct pedagogical outcome of this case is the application of value-chain marketing dynamics within the context of Prohibition. Students will also be made aware of the importance and relevance of understanding marketing history, and the role of marketing in history. This case study is primarily intended for use in intermediate (e.g., Retailing/Distribution) or advanced (e.g., Marketing Management) marketing courses, but is adaptable for introductory courses (e.g., Principles of Marketing).
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