The science and craft of artisanal food
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.
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| Format: | Texto biblioteca |
| Language: | eng |
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New York (USA) Oxford University Press
2023
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| Subjects: | food science, food industry, trade, crafts, SDG 2, |
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unfao:8579052024-01-22T15:37:20ZThe science and craft of artisanal food 1423211786370 Tunick, M.H. (ed.) 1423211786371 Waterhouse, A.L. (ed.) textNew York (USA) Oxford University Press2023engThe 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.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.orderfood sciencefood industrytradecraftsSDG 2URN:ISBN:978-0-19-093658-7 |
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FAO IT |
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Italia |
| countrycode |
IT |
| component |
Bibliográfico |
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En linea Fisico |
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| tag |
biblioteca |
| region |
Europa del Sur |
| libraryname |
David Lubin Memorial Library of FAO |
| language |
eng |
| topic |
food science food industry trade crafts SDG 2 food science food industry trade crafts SDG 2 |
| spellingShingle |
food science food industry trade crafts SDG 2 food science food industry trade crafts SDG 2 1423211786370 Tunick, M.H. (ed.) 1423211786371 Waterhouse, A.L. (ed.) The science and craft of artisanal food |
| description |
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. |
| format |
Texto |
| topic_facet |
food science food industry trade crafts SDG 2 |
| author |
1423211786370 Tunick, M.H. (ed.) 1423211786371 Waterhouse, A.L. (ed.) |
| author_facet |
1423211786370 Tunick, M.H. (ed.) 1423211786371 Waterhouse, A.L. (ed.) |
| author_sort |
1423211786370 Tunick, M.H. (ed.) |
| title |
The science and craft of artisanal food |
| title_short |
The science and craft of artisanal food |
| title_full |
The science and craft of artisanal food |
| title_fullStr |
The science and craft of artisanal food |
| title_full_unstemmed |
The science and craft of artisanal food |
| title_sort |
science and craft of artisanal food |
| publisher |
New York (USA) Oxford University Press |
| publishDate |
2023 |
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