Marketing & Selling: Dairy Dispute

This month, like every June for the past 26 years, is National Dairy Month. Even if they do not touch it for the rest of the year, politicians from the President down to city clerks gamely quaff milk in public, and the $11 billion dairy industry unites to persuade everyone to consume more milk, butter, cheese and ice cream. While confronting the public with such unanimity, however, the dairy industry is divided by an argument about a very fundamental issue: Is the industry in trouble or not?

"We are not even holding our...

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