Food and farm news: Chese campaign in textbook
14th Nov 2006, 11:36 GMT
When California milk marketers say their promotion campaign is a textbook case of successful business strategy, they really mean it. Students in business schools throughout the country will be studying the success of the "Real California Cheese/Happy Cows" campaign. The California Milk Producers Advisory Board says textbook authors studied how the campaign boosted demand, and described its success in books now being used in college classes.
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