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him. He views their hostility as a mark of success. He doesn’t think that advertising in the schools will corrupt the nation’s children and has
little tolerance for critics of the trend. “There are critics to penicillin,” he told the Fresno Bee. In the three years following his groundbreaking
contract for School District 11 in Colorado Springs, Dan DeRose negotiated agreements for seventeen universities and sixty public school
systems across the United States, everywhere from Greenville, North Carolina, to Newark, New Jersey. His 1997 deal with a school district in
Derby, Kansas, included the commitment to open a Pepsi GeneratioNext Resource Center at an elementary school. Thus far, DeRose has been
responsible for school and university beverage deals worth more than $200 million. He typically accepts no money up front, then charges
schools a commission that takes between 25 and 35 percent of the deal’s total revenues.
The nation’s three major beverage manufacturers are now spending large sums to increase the amount of soda that...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08