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The issues this case study deals with are: Managing in the marketing function in regard to product development, pricing, promotion and channel selection; in particular how distribution channels non only evolve but can change dramatically, and the consequence reconfiguring of the marketing mix.
O'Driscoll, A., Murray, J.: Colorcare. Managing Marketing by John A. Murray and Aidan O'Driscoll. Dublin, Gill and Macmillan, 1993, pp.64-74.