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Campbell Soup: Gaining Customer Insights Through Marketing Research
Dante Pirouz; Ramasastry ChandrasekharCase IVEY-9B11A029-EMarketingIn early 2008, Campbell Soup Company, a global food and beverage enterprise, is experimenting with a new way of understanding the mindset of its consumers. This has been prompted by the stagnation in sales of its soup products in the United States, its home market, where the soups category has matured. For decades, the company’s focus in marketing research has been on tracking how the end users, having bought its soup products at stores, consume ...Starting at €8.20