CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods.
Diamond's organization, culture, product development procedure, advertisements and promotion strategy, and specifically its marketing department have been constructed "from the ground up" to address fundamental changes in retail structure and consumer behavior. Can the Diamond model be applied to other food groups?
PUBLICATION DATE: December 15, 2009 PRODUCT #: 510013-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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