An edition of The food industry wars (1998)
The food industry wars
marketing triumphs and blunders
By Ronald D. Michman
Publish Date
1998
Publisher
Quorum
Language
eng
Pages
263
Description:
How food marketers make use of key variables - such as innovation; target market; market segmentation; image; and physical, environmental, and human resources - determines how successfully they sell their products. Michman and Mazze concentrate on the food industry as they examine what contributes to a successful marketing campaign. By focusing on the key variables to use in a volatile economic environment, by emphasizing lessons learned from both marketing successes and failures, and by demonstrating how to adapt key variables to changing conditions, Michman and Mazze help executives ensure the success of their marketing efforts.