Abstract
Many businesses appear on the American marketing scene every year, to help the consumer in the fulfillment of his needs, wants, and desires. Most eventually fail, or at best survive in a marginal fashion; a few become pre-eminently successful. An intriguing and ever present question is what makes for the difference. One possible approach in the search for the “extra” ingredient may lie in the marketing policy formulation process as carried on by management within successful firms. Using this particular orientation, three key marketing policies have been woven into this brief history of the Jewel Tea Company.
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