Bud's inclusive marketing backlash /

A recent social media campaign featuring a transgender influencer landed Budweiser and its parent company, Anheuser-Busch, in some controversy after conservative consumers called for a boycott of the brand. Anheuser-Busch responded by placing two of its marketing executives on leave, which led to ba...

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Bibliographic Details
Main Author:	Lawrence, Kelsey (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2023.
Series:	Sage business cases
Subjects:	Anheuser-Busch Brewing Association > Case studies. Anheuser-Busch Brewing Association Marketing > Social aspects > Case studies. Product management > Case studies. Marketing > Aspect social > Études de cas. Produits commerciaux > Gestion > Études de cas. Marketing > Social aspects Product management Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book

Description
Summary:	A recent social media campaign featuring a transgender influencer landed Budweiser and its parent company, Anheuser-Busch, in some controversy after conservative consumers called for a boycott of the brand. Anheuser-Busch responded by placing two of its marketing executives on leave, which led to backlash from the LGBTQ+ community. This case looks at the controversy and the company's response, and asks students to discuss it from the lens of inclusive marketing.
Physical Description:	1 online resource : illustrations.
ISBN:	9781071928370 1071928376