Case Studies in the Traditional Food Sector: A volume in the Consumer Science and Strategic Marketing series (Woodhead Publishing Series in Consumer Science and Strategic Marketing) - Hardcover

Hardcover

ISBN 10: 0081010079 ISBN 13: 9780081010075

Verlag: Woodhead Publishing, 2017

Inhaltsangabe

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.

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Über die Autorinnen und Autoren

Alessio Cavicchi is Associate Professor at University of Macerata (Italy), where he teaches "Food Economics and Marketing" and "Place Branding and Rural Development" in the degree of International Tourism and Destination Management. He received his PhD in Economics of Food and Environmental Resources from University of Naples, Parthenope and a MSc in Food Economics and Marketing from University of Reading (UK). His main fields of interest and research are consumer food choice, economics of food quality and safety, and innovation and sustainability in agribusiness and tourism. He has served as an agrifood expert for several DGs of the European Commission, and he is the coordinator of two EU funded projects: “The Wine Lab” and “FoodBiz.”

Cristina Santini is Associate Professor at Università Telematica San Raffaele, in Rome, Italy. Her research interests are: management, business strategy, entrepreneurship, agrifood industry, qualitative and participatory approach, wine business, ecopreneurship and sustainability.

Details zur Ausgabe

• Verlag: Woodhead Publishing
• Erscheinungsdatum: 2017
• Sprache: Englisch
• ISBN 10: 0081010079
• ISBN 13: 9780081010075
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 408
• Herausgeber: Cavicchi Alessio
• Kontakt zum Hersteller: Elsevier Science & Technology; tradeorders@elsevier.com; ; London Wall 125; London; EC2Y 5AS; Vereinigtes Königreich
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