The direct approach

Doonar, Joanna
July 2004
Brand Strategy;Jul/Aug2004, Issue 184, p28
Trade Publication
Assesses Cafedirect's appeal and positioning in the fair trade market. Performance of the British fair trade hot drinks company; Combined retail sales of Cafedirect; Expansion of the brand in the out-of-home sector; Marketing campaign; Challenges for Cafedirect.


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