Goop Inc. : aspirational brand or snake oil? /

The case explains how actor Gwyneth Paltrow, CEO and founder of Goop Inc, positioned the brand to attract affluent shoppers. She described positioning Goop as an aspirational brand when choosing her approach to marketing and selling the pricy products. The company has been growing since 2016. It sel...

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Bibliographic Details
Main Authors:	Agnihotri, Arpita (Author), Bhattacharya, Saurabh (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2021.
Series:	SAGE Business Cases.
Subjects:	Advertising > Health products > Moral and ethical aspects > Case studies. Advertising > Cosmetics > Moral and ethical aspects > Case studies. Produits de santé > Publicité > Aspect moral > Études de cas. Cosmétiques > Publicité > Aspect moral > Études de cas. Electronic books. Case studies.
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Call Number	Status	Get It
Call Number:		HF6161.H43 A36 2021

HF6161.H43 A36 2021	Available