TROPICANA UNITES PROMOTION BUDGETS

CORAL GABLES, Fla. -- The pursuit of co-marketing at Tropicana Products has led the company to merge its trade and consumer promotion budgets and to segment and "cluster" its accounts.Those are just two of several innovative steps toward account-centered marketing the company began implementing at the turn of the year, said Cathy Dennett, director of marketing for Tropicana, based in Bradenton, Fla."Our

CORAL GABLES, Fla. -- The pursuit of co-marketing at Tropicana Products has led the company to merge its trade and consumer promotion budgets and to segment and "cluster" its accounts.

Those are just two of several innovative steps toward account-centered marketing the company began implementing at the turn of the year, said Cathy Dennett, director of marketing for Tropicana, based in Bradenton, Fla.

"Our trade promotion and consumer promotion are no longer two separate budget

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