- Additional Authors
- Description
- 1 online resource (viii, 209 pages) : illustrations.
- 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"--
- Uniform Title
- Science and craft of artisanal food (Online)
- Subject
- Bibliography (note)
- Includes bibliographical references.
- Access (note)
- Access restricted to authorized users.
- Contents
- Marketing artisanal products -- Beer : artfully scientific on every level -- Artist winemaker -- Artisanal chocolate -- Artisanal coffee -- Artisanal cheese -- The chemistry and flavor of artisanal honey -- Industrial and artisanal olive oil -- Artisanal fruits and vegetables.
- LCCN
- 2022040743
- OCLC
- ssj0002813814
- Title
The science and craft of artisanal food [electronic resource] / edited by Michael H. Tunick and Andrew L. Waterhouse.
- Imprint
New York, NY, United States of America : Oxford University Press, [2023]
- Bibliography
Includes bibliographical references.
- Access
Access restricted to authorized users.
- Connect to:
- Added Author
Tunick, Michael.
Waterhouse, Andrew Leo.