oa Journal of Marketing - I scream, you scream, we all scream ... : brands @ work

Volume 2012, Issue 04
  • ISSN : 1811-9565



Can you picture a summer's day at the beach without a lollipop; a dessert without a scoop of vanilla, or a smoothie that delicious, creamy-cold factor... There really is something about ice cream that transcends age, sex, race and 'sweet-toothiness' making it the perfect food for everyone. We chatted to some local and international ice cream manufacturers to hear their view on where this industry is headed, how they are competing for market share, and why they think ice cream has remained a top favourite for almost a century.

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