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Generic advertising as a nonprice marketing strategy



Generic advertising as a nonprice marketing strategy



Competitive strategy analysis in the food system: 137-154



Generic advertising has become a very important component of the marketing strategies of farmers worldwide. In the USA, farmers provide almost $1000 million annually to collectively advertise and promote products produced from the commodities they market. This paper describes generic commodity advertising, and examines its potentially important role as a non-price marketing strategy for farmers.

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Accession: 002390035

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