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商品編號： 9-900-009 出版日期： 1999/11/17 作者姓名： Goldberg, Ray A.;Knoop, Carin-Isabel;Pearcy, Ben 商品類別： Marketing 商品規格： 31p 再版日期： 2000/03/16 地域： Florida 產業： Beverages;Non-alcoholic beverages;Agribusiness 個案年度： 1999 - 1999
商品敘述：
The Florida Department of Citrus (FDOC) is a state agency responsible for the welfare of the Florida citrus industry. This case describes the FDOC''s efforts to turn around grapefruit juice consumption. Using a health message, Dan Santangelo, the FDOC''s new director, adopted a marketing-driven rather than supply-driven solution to oversupply and falling demand for grapefruit, .
涵蓋領域：
Consumer marketing;Marketing strategy
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