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Please help. Marketing case study. Andrea Illy is CEO of the global premium coffee company that bears his family's name. As one might expect, he

Please help.

Marketing case study. Andrea Illy is CEO of the global premium coffee company that bears his family's name. As one might expect, he is passionate about coffee - its science, its health benefits, its taste, its beauty. Illy also has a dream that someday soon the coffee market might be transformed into something approaching the market for wine. Where connoisseurs discuss the fine points of various origin coffees and blends, where customers are willing to pay a premium for the finest examples of the coffee-making art, and where the growers, roasters and baristas will be compensated fairly for the expertise they contribute to every cup.

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