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Contents Preface List of Abbreviations 1. Brands and the Growth of Multinationals 2. Leading Firms -- the Historical Legacy 3. Growth and Survival 4. Family Ownership and Managerial Control 5. Channel Management 6. Diversification Strategies 7. Acquiring Brands 8. The Life of Brands 9. Conclusion Appendix 1. Value Added Chain in Alcoholic Beverages Appendix 2. Brands Owned By the Leading Multinationals in 2005 Appendix 3. Annual Sales for Each Firm in Alcoholic Beverages Appendix 4. Selection of the Sample Appendix 5. Biographies of the World's Largest Multinationals in Alcoholic Beverages Appendix 6. Types of Governance Structures in Distribution, 1900--2005 Appendix 7. Schematic Representation: Alliances As Dynamic Processes For Acquiring Marketing Knowledge Appendix 8. Diversification Strategies Appendix 9. Patterns of Diversification Within Alcoholic Beverages Appendix 10. Schematic Representation: Brands and Marketing Knowledge in Mergers and Acquisitions Appendix 11. Evolution of Sales of the World's Leading Brands By Beverage Type Bibliography Index
Library of Congress Subject Headings for this publication:
Alcoholic beverage industry.
International business enterprises.
Brand name products.