Marketing in the fast casual restaurant segment : from pancakes to burgers, IHOP's rebranding strategy /
During the month of June 2018, IHOP launched its IHOb campaign in order to promote the sales of its Steakburger. This campaign left many consumers in shock, but sparked conversations all over the country. Why would IHOP change its name? Did this marketing tactic actually work? Would it really boost...
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Bibliographic Details
| Main Authors: |
Baskin, Ernest
(Author),
Fortunato, Christina
(Author),
Kennedy, Destiny
(Author),
Theiss, Alexandra
(Author),
Whalen, Shane
(Author) |
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| Format: | eBook
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| Language: | English |
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| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2020.
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| Series: | SAGE Business Cases.
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| Subjects: | |
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| Online Access: | Connect to the full text of this electronic book
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