TY  - BOOK
AU  - Tunick,Michael
AU  - Waterhouse,Andrew Leo
TI  - The science and craft of artisanal food
SN  - 9780197683682
AV  - TP370 .S35 2023
PY  - 2023///]
CY  - New York, NY
PB  - Oxford University Press
KW  - Food science
KW  - Food industry and trade
KW  - Small business
KW  - Artisans
KW  - Electronic books
N1  - Includes bibliographical references; 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
N2  - "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"--
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=3594152
ER  -