The Tunick, Michael editor. Waterhouse, Andrew Leo editor. text bibliography Electronic books. nyu 2023 monographic eng 1 online resource (viii, 209 pages) : illustrations "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"-- 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. edited by Michael H. Tunick and Andrew L. Waterhouse. Includes bibliographical references. Food science Food industry and trade Small business Artisans TP370 .S35 2023 New York, NY, United States of America : Oxford University Press, [2023] (DLC) 2022040743 9780197683682 0197683681 0190936592 9780197690284 0197690289 9780190936594 2022040744 https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=3594152 https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=3594152 EBZ 220823 20251029164107.0 on1346300782 eng