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Food Marketing

39.99 €
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Food Marketing
39.99 €
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The book is entirely devoted to the consideration of various aspects of marketing and promotion of goods of one of the main consumer segments — the food market. The book examines methods of market research and segmentation, statistical and qualitative processing of results, and provides examples of questionnaires and panels. The issues of positioning food products for various consumer groups (social, age, behavioral, etc.) are considered, as well as various methods of product promotion associated with these. Particular attention is paid to the issues of risk management and interaction with consumers in critical situations. A large number of examples and cases from the practice of both French small and medium-sized businesses and world-famous international companies are given.

The book allows almost any company associated with the production, processing or distribution of food products to build an effective promotion of their products, conduct training for marketing staff, interact with customers in a new way, forming a circle of adherents of their brands and trademarks
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