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Milking The Most From Your Promotional Dollars: An Analysis Of Agribusiness Firms Serving U.S.Agricultural Producers

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  • Maud ROUCAN-KANE

    ()

  • Whitney O. PEAKE

    ()
    (Department of Agricultural Economics, College of Agriculture, Purdue University)

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    Abstract

    Although the marketing mix has been covered in great detail in many veins of literature, very little information exists regarding the mix of marketing tools within the agriculture industry serving U.S. agricultural producers. Using a survey conducted by AgriMarketing magazine in June 2006, a two-fold analysis is undertaken. This study attempts to determine the differences in the use of marketing tools by industry and simple regression analysis is conducted to determine promotional factors that produce a significant impact on sales. Both mass media and other promotional tools were found to be the most consistently significant factor impacting sales of firms in the study.

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    File URL: http://ageconsearch.umn.edu/bitstream/7331/2/wp070005.pdf
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    Bibliographic Info

    Paper provided by Purdue University, College of Agriculture, Department of Agricultural Economics in its series Working Papers with number 07-05.

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    Length: 21 pages
    Date of creation: 2007
    Date of revision:
    Handle: RePEc:pae:wpaper:07-05

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    Keywords: marketing mix; agribusiness; promotion; agriculture; marketing; mass media. expenditures;

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