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Article Title

Light Beers Are Brewing

Document Type

Article

Abstract

Probably no better example of product warfare exists than that of "Light Beer." Our objective is to present a clear picture of this product war. In order to understand light beer wars one must understand the history of this product, the positioning of light beers, and the tactics and strategies that have been used to the manufacturers' benefit.

Publication Date

1997

Journal Title

Draftings In

Volume

9

Issue

2

First Page

42

Last Page

48

Comments

No cover/title page date shown on piece.

Copyright

© 1997 by the Board of Student Publications, University of Northern Iowa

Language

en

File Format

application/pdf

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