Żelazna, Krystyna
Działalność marketingowa przedsiębiorstw produkujących mleko UHT
Marketing strategies of UHT-milk producers
Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, 2008, vol., nr 69, s. 109-124
Abstract
The aim of the following paper is to analyse the marketing strategies of UHTmilk producers to select instruments and activities, triggering customers to buy and consume that type of milk. The results of the conducted study have proved that both marketing and selling strategies were equally crucial in the analysed milk-processing companies. The most popular forms of improving the sales productivity applied by milk producers are sales promotion and personal selling