Big Al's: Ten Years on

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Mortimer, G.: Big Al's: ten years on. DIT 2006.

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Mortimer, Gerry
Dublin Institute of Technology
marketing; case study; advertising; Marketing
artifact description
This case study was developed by Gerry Mortimer of the Dublin Institute of Technology. It was developed as a basis for class discussion, rather than to illustrate effective or ineffective handling of an administrative situation. The author acknowledges the assistance of research student Tara Rooney in preparing this case and of Simon Walker and Blathnaid Ni Fhatharta of Kepak Convenience Foods and Niamh MacHale of An Bord Bia (Irish Food Board) in facilitating its development.