The science and craft of artisanal food

상세정보

자료유형	단행본
서명/저자사항	The science and craft of artisanal food / edited by Michael H. Tunick and Andrew L. Waterhouse.
개인저자	Tunick, Michael, editor. Waterhouse, Andrew Leo, editor.
형태사항	1 online resource (viii, 209 pages) : illustrations
기타형태 저록	Print version: Science and craft of artisanal food New York, NY, United States of America : Oxford University Press, [2023] 9780190936587
ISBN	9780197683682 0197683681 0190936592 9780197690284 0197690289 9780190936594
서지주기	Includes bibliographical references.
내용주기	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.
소장본주기	Added to collection customer.56279.3
요약	"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"--
해제	Provided by publisher.
일반주제명	Food science. Food industry and trade. Small business. Artisans. Artisans. Food industry and trade. Food science. Small business.
언어	영어
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