| Description |
1 online resource (xxxii, 376 pages) |
| Series |
Woodhead Publishing series in food science, technology and nutrition |
|
Woodhead Publishing in food science, technology, and nutrition.
|
| Contents |
Traditional food: definitions and nuances / Francesca Galli -- Global challenges in traditional food production and consumption / Gervasio Antonelli and Elena Viganò -- Traditional food products and consumer choices: a review / Vincenzina Caputo, Giovanna Sacchi and Angelos Lagoudakis -- Sensory and consumer approaches for targeted product development in the agro-food sector / Davide Giacalone -- How can consumer science be used for gaining information about consumers and the market? / Erdogan Koc and Hakan Boz -- How can consumer science help to reduce the risk of market failure? An academician-practictioner approach in the Italian olive oil industry / Cristina Santini, Alessio Cavicchi, Chiara Seghieri and Lucia Bailetti -- How do firms process info? Monitoring brand equity drivers in food and beverage sectors / Rosaria Romano, Marcello Risitano and Michele Quintano -- Exploring the benefits of employing market insights and consumer trends in food product innovation: a case study from Germany / Adrienne Steffen -- Marketing research on fruit branding: the case of the pear club variety "Angelys" / Maurizio Canavari -- How can consumer science help firms transform their dog (BCG matrix) products into profitable products? / Biancamaria Torquati, Riccardo Scapra, Irene Petrosillo, Maria G. Ligonzond Chiara Paffarini -- How CS can be used for producing info that can be employed in strategy making / Roberta Capitello, Maria De Salvo and Diego Begalli -- Regional food labels as a way to reposition mature products / Martina Chalupová and Daniel Němec -- How do firms use consumer science to target consumer communication? The case of animal welfare / Maria Cecilia Mancini, Davide Menozzi, Filippo Arfini and Mario Veneziani |
| Summary |
Consumer Science and Strategic Marketing: Case Studies in the Traditional Food Sector aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the food industry for achieving the following strategic aims: rejuvenating product image, shaping new market places, achieving market differentiation and geographical diffusion, achieving customer loyalty, promoting traditional features of the product and defining product positioning in competitive environment. There is an emerging demand from food industry professionals and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research. This book aims to answer the following questions, amongst others: How research in the field of consumer science became relevant for marketing strategies?, Which tangible economic and financial outcomes have been obtained by the joint work of sensory scientists, researchers in marketing field and food business professionals?, and which communication methods and practices have been relevant to make the most of R & D in the food industry? Through case studies, successful examples and practices are provided, with newer inputs for further theoretical investigation given. Both current and future professionals in the food industry will gain insights that can be used in their business environment |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Food industry and trade -- Case studies
|
|
Food -- Social aspects -- Case studies
|
|
BUSINESS & ECONOMICS -- Industries -- General.
|
|
Food industry and trade
|
|
Food -- Social aspects
|
| Genre/Form |
Case studies
|
|
Case studies.
|
|
Études de cas.
|
| Form |
Electronic book
|
| Author |
Cavicchi, Alessio, editor
|
|
Santini, Cristina, editor.
|
| ISBN |
9780081012604 |
|
0081012608 |
|
