The food industry wars

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.

Year

1998

Language

English

Publisher

ABC-CLIO, LLC

Editions

1

ISBN

9781429473064

Data source: Wikidata