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Dangerous foods : the libel case of the Texas cattlemen versus Oprah Winfrey /

This case focuses on the decision of what actions Paul Engler should take to support his interest in the cattle industry and what actions Oprah Winfrey should take in response. The primary subject matter of this is case is how to respond to negative public comments about a firm's product. Secon...

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Bibliographic Details
Main Authors: Terry, Neil (Author), Macy, Anne (Author), Owens, James (Author), Womble, Lynsee (Author)
Corporate Author: Sage Publications
Format: eBook
Language:English
Published: [London] : SAGE, 2016.
Series:SAGE knowledge. Cases.
Subjects:
Libel and slander > United States > Cases.
Negative goodwill > Case studies.
Marketing > Case studies.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
Summary:This case focuses on the decision of what actions Paul Engler should take to support his interest in the cattle industry and what actions Oprah Winfrey should take in response. The primary subject matter of this is case is how to respond to negative public comments about a firm's product. Secondary issues include deciding whether to go to trial or to settle, the difficulty in proving causality between public comments and marketplace results, brand management, and current applications to social media.
Physical Description:1 online resource : illustrations (black and white, and colour).
ISBN:9781473937598 (ebook) :