oa Journal of Marketing - Cadbury : case study
|Article Title||Cadbury : case study|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Feb 2011|
|Issue||Feb / Mar 2011|
The chewing gum category is one of the fastest growing segments of confectionery in the country. For confectionery giant, Cadbury, this meant that, as one of the newer categories within the Cadbury portfolio, the company needed to ensure that employees had a strong, in-depth understanding of both the product and consumer in order to maximize sales. To achieve this, Cadbury looked to employee engagement specialists - Actuate - to assist them.
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