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The science and craft of artisanal food / [edited by] Michael H. Tunick, Andrew L. Waterhouse
Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: New York, NY, United States of America : Oxford University Press, 2023Description: 1 Online-RessourceISBN:- 9780197683682
- 0197683681
- 9780190936594
- 0190936592
- 664 23/eng/20220923
- TP370
Contents:
Summary: "The word artisanal has had a significant impact on the marketing of consumer products. Artisanal labelled products can be found in the shops of true artisans, reflecting a genuine connection between the term and the product. On the other hand, artisanal labelled commodities can also be found on global chains' products, reflecting a disconnect between the term and the manufactured goods. This indiscriminate use has damaged what artisanal means for consumers. A solution to reclaiming the meaning of artisanal or repositioning completely is to focus on the fundamental marketing tools of the 4Ps (product, price, place, promotion), segmentation, targeting and positioning, and branding. Combining these tools can help artisanal producers develop marketing and communications strategies to build meaningful relationships with their target market"--PPN: PPN: 1882632060Package identifier: Produktsigel: ZDB-4-NLEBK | BSZ-4-NLEBK-KAUB
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