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This article analyzes the effectiveness of Marketing Order 906 in promoting Texas grapefruit and oranges and focuses specifically on the answers to two key questions: 1) What have been the effects of the promotion programs funded under Marketing Order 906 on shipments of Texas grapefruit and oranges? (2) What has been the return on the investment made under Marketing Order 906 to promote sales of Texas grapefruit and

Effectiveness of Marketing Promotion Programs: The Case of Texas Citrus