Brown rice I love it! an integrated marketing communications campaign for the healthier rice

• Main Author: Narvadez, Chona S.
• Format: text
• Language: English
• Published: Animo Repository 2009
• Subjects: Brown rice marketing > Marketing; Rice > Marketing; Social marketing; Communication in marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4399
• Institution: De La Salle University

Rice is a unique commodity for Filipinos. Rice provides as much as 70% of Filipinos daily calorie intake. The poorest spend 15% of their total household expenditure on rice alone. The Philippines however, cannot feed itself, and need to import from other countries. In the past 25 years, the Philippi...