California's "Happy Cow" campaign cited by business school

04/13/2005 | Fresno Bee (Calif.) (free registration), The

A long-term marketing strategy by the California Milk Advisory Board has boosted cheese production from 281 million pounds in 1983 to about 2 billion pounds expected this year.  Now, a case study published by the Columbia University School of Business calls the campaign a hallmark in marketing consistency, while dairy farmers credit the Board with growing their enterprises.

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Fresno Bee (Calif.) (free registration), The

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