How do I make the long multirow cell wrap its text? Ideally I'd like to be able to specify a width for the entire column. The text should also be centered both vertically and horizontally.
\begin{tabular}{|c|c|c|}
\hline
\multirow{2}{*}{looooooong cell} & cell1 & cell2 \\ \cline{2-3}
& cell3 & cell4 \\ \hline
\end{tabular}

EDIT: Just found a solution for a single cell (answered below). But I'm still wondering if there's any way to do it for an entire column. I'd rather not have to do this for each individual cell.

\linewidthand the likes can also be used in the multirow length field. – Sussch Dec 27 '16 at 11:58