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Are you in the mood ...for food?

Bell, Jim, Gray, Brendan and Ponsonby-McCabe, Sharon (2008) Are you in the mood ...for food? Journal of Food Products Marketing, 9 . pp. 3-13. [Journal article]

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URL: http://www.tandfonline.com/toc/wfpm20/9/1

DOI: 10.1300/J038v09n01_02

Abstract

Successful food products marketing is no longer just about the 4Ps (optimizing the marketing mix), improving service and product quality, and/or managing supplier, distributor and consumer relationships. In a new era of experimental marketing, it is also about adding value for the customer and enhancing consumer experiences. This paper explores recent developments in marketing and suggests that we may just be returning to an era when food consumption was fun and not just a means of providing essential sustenance.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School
ID Code:25542
Deposited By: Dr Sharon Ponsonby-McCabe
Deposited On:08 Apr 2013 10:16
Last Modified:08 Apr 2013 10:16

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