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商品編號： 9-501-019 出版日期： 2000/08/11 作者姓名： Lal, Rajiv;Prescott, Edith D. 商品類別： Marketing 商品規格： 23p 再版日期： 2005/09/26 地域： California 產業： Recreation and fitness industry 個案年度： 1999 - 1999
商品敘述：
Describes a situation faced by Mr. Ely Callaway, the 80-year-old founder, chairman, and CEO of Callaway Golf Co., in the fall of 1999. After a decade of stunning success with the marketing concept, Callaway suffered a significant loss and witnessed a steep decline in sales in 1998. Mr. Callaway had built a $800 million business by making a truly more satisfying product for the average golfer, making it pleasingly different from the competition and communicating the benefits to the consumer. The results in 1998 forced Mr. Callaway to reconsider the marketing program that had successfully supported the product until now.
涵蓋領域：
Economics;Cause marketing;Consumer marketing;Crisis management;Cross-functional management;Strategy execution;Incubators;Marketing channels;Marketing strategy;Branding;Interpersonal communication;Competitive advantage
相關資料：
, (9-501-082), 13p, by Patricia Martone Carrolo;, (9-502-803), 10p, by John A. Quelch;, (XLS196), 0p, by Rajiv Lal, Edith D. Prescott
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