The food industry wars
Subtitle: marketing triumphs and blunders
By: Ronald D. Michman, Edward M. Mazze.
Contributors: Mazze, Edward M.
Publisher: Quorum
Published: 1998
Place of publication: Westport, Conn
Language: eng
Number of pages: 263
Subjects: Food industry and trade -- United States; Food -- Marketing
Description: 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.
Notes: Includes bibliographical references (p. [243]-246)and index.