The Food Industry Wars: Marketing Triumphs and Blunders

by Edward M. Mazze and Ronald D. Michman

Book Overview

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. The authors discover that not all variables have to be used concurrently; some may be more important than others depending...

• Format: Hardcover
• Language: English
• ISBN: 1567201113
• ISBN13: 9781567201116
• Release Date: June 1998
• Publisher: Praeger
• Length: 280 Pages
• Weight: 1.40 lbs.
• Dimensions: 0.7" x 6.1" x 9.2"