In 1999 the year after mark mcgwire had slugged a, Marketing Management

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In 1999 the year after mark mcgwire had slugged a

Question: 1. Is ambushing unethical or just smart, hard-nosed marketing?

2. In 1999, the year after Mark McGwire had slugged a record-smashing 70 home runs-a record broken three years later by Barry Bonds-the coffee chain Starbucks contributed $5,000 to child-literacy causes for each home run McGwire hit. Explain why this is or is not, in your opinion, a good CRM program from Starbucks' perspective.

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Marketing Management: In 1999 the year after mark mcgwire had slugged a

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