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| Lenz, John E.; Forker, Olan D.; Hurst, Susan J.. |
| During the summer of 1990 we asked all of the U.S. commodity promotion organizations we could identify to complete a questionnaire about their objectives, program activities, and evaluation methods. The 116 organizationsthat responded had a total staff of 2,017 and invested over $750 million in programs and administration in 1990. The responses indicated that producerboards of directors are very much involved in formulating program objectives.All of our respondents place a high priority on increasing aggregate commodity sales and on maximizing producer net returns. They use a variety of strategies and means to achieve their objectives, and also use a variety of evaluation methods. This report discusses in detail the relationships among objectives,... |
| Tipo: Working Paper |
Palavras-chave: Marketing. |
| Ano: 1991 |
URL: http://purl.umn.edu/123097 |
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