After a disorganized and consequently unsuccessful in-store sampling promotion last year, the Dannon Co. knew its approach had to change. Rather than plan and execute similar programs by itself, it realized that it could get the job done better if it hired a third party, said Nancy Dachille, sales trade marketing/communications manager for the Tarrytown, N.Y., company. So when it came time to plan a complicated in-store sampling promotion conducted as part of a joint effort with the Minute ...
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