Research Catalog
The food industry wars : marketing triumphs and blunders
- Title
- The food industry wars : marketing triumphs and blunders / Ronald D. Michman, Edward M. Mazze.
- Author
- Michman, Ronald D.
- Publication
- Westport, Conn. : Quorum, 1998.
Items in the Library & Off-site
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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Text | Request in advance | HD9005 .M44 1998 | Off-site |
Holdings
Details
- Additional Authors
- Mazze, Edward M.
- Description
- xiii, 263 pages; 25 cm
- Summary
- 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.
- Subject
- Bibliography (note)
- Includes bibliographical references (p. [243]-246) and index.
- Contents
- 1. Food Marketing and Distribution -- 2. The Fast-Food Industry -- 3. The Ice Cream Industry -- 4. The Soup Industry -- 5. The Breakfast Cereal Industry -- 6. The Baby Food Industry -- 7. The Ethnic Food Industry -- 8. The Snack Food Industry -- 9. The Candy Industry -- 10. The Soft-Drink Industry.
- ISBN
- 1567201113 (alk. paper)
- LCCN
- 97032992
- OCLC
- ocm37864721
- Owning Institutions
- Columbia University Libraries