The Beer Industry: A Category Management Perspective

Written on May 10, 2014 by Campus Life in Professional

beer industryOn April 8, the IE Marketing Club had the special privilege to get a thorough understanding of the beer industry from Mr. Borja Castillo, a channel marketing expert with over 10 years of experience, who currently works in the Trade Marketing Department of a large alcoholic beverage brewer. He presented a case on how managers in the trade marketing department use data-driven research to influence and convince channel partners to drive sales activities. He likewise presented how these same strategic insights could be used to explore trade marketing opportunities in the sector.




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