The science and craft of artisanal food / edited by Michael H. Tunick and Andrew L. Waterhouse.
| Other author/creator | Tunick, Michael. |
| Other author/creator | Waterhouse, Andrew Leo. |
| Other author/creator | Oxford University Press. |
| Format | Electronic and Book |
| Publication Info | New York, NY, United States of America : Oxford University Press, [2023] |
| Description | viii, 209 pages : illustrations ; 22 cm |
| Supplemental Content | Full text available from Oxford Scholarship Online |
| Subject(s) |
Click here for more information about this title
| Contents | Marketing artisanal products -- Beer : artfully scientific on every level -- Artist winemaker -- Artisanal chocolate -- Artisanal coffee -- Artisanal cheese -- The chemistry and flavor of artisanal honey -- Industrial and artisanal olive oil -- Artisanal fruits and vegetables. |
| Abstract | "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"-- Provided by publisher. |
| Bibliography note | Includes bibliographical references. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2022040743 |
| ISBN | 9780190936587 (hardback) |
Available Items
| Library | Location | Call Number | Status | Item Actions | |
| Electronic Resources | Access Content Online | ✔ Available |