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.
| Original language | English |
|---|---|
| Pages (from-to) | 3-13 |
| Journal | Journal of Food Products Marketing |
| Volume | 9 |
| DOIs | |
| Publication status | Published (in print/issue) - 7 Sept 2008 |
Bibliographical note
Reference text: Anon. “Food, Sex, and Fertility or Why Helen of Troy Was No Barbie,” http://www.geocities.com/Athens/Olympus/8126/snorp2.html
Anon. The Good Food and Sex Guide, http://www.webwedding.co.uk/articles/
valentinesday/foodandsex.htm
Bell, J.B. and Gray, B.J. (2001), “The 4E’s of food marketing.” Paper presented at the
Northern Ireland Food and Drink Association Annual Conference, Belfast, U.K.
Best, R.J. (2000), Market-based Management (2nd edition). Prentice Hall.
Brown, S. (2001), “Torment Your Customers (They’ll Love It),” Harvard Business
Review.
Charles, D. (2001), Lords of the Harvest: Biotech, Big Money, and the Future of Food.
Perseus Books.
Eriksson, K. Majkgard, A. and Sharmna, D.D. (1999), “Service quality by relationships
in the international market,” Journal of Services Marketing, Vol. 13, No. 4/5
pp. 361-375.
Goldfisch, I.M.A. (2002), The cat that got the cream and other experiential marketing
stories. Derry Free Press.
Gray, B.J., Greenley, G.E., Matear, S.M. and Matheson, P.K. (1999), “Thriving on turbulence,”
Journal of Market-Focused Management, 4, pp. 231-257.
Gray, B.J. et al. (2001), Best practices in services marketing and management. Marketing
Performance Center, University of Otago, New Zealand.
Holbrook, M.B. (1994), “The nature of customer value: An axiology of services in the
consumption experience.” In Service quality: New directions in theory and practice,
edited by Roland T. Rust and Richard L. Oliver, 21-71. Thousand Oaks, CA:
Sage Publications.
Holbrook, M. (2000), “The millennial consumer in the texts of our times: Experience
and entertainment,” Journal of Macromarketing, 20, pp. 178-193.
Holbrook, M. & Hirchschman, E. (1982), “The experiential aspects of consumption: Consumer
fantasies, feelings and fun,” Journal of Consumer Research, 9, pp. 132-140.
Keller, L. (1993), “Conceptualizing, measuring, and managing customer-based brand
equity,” Journal of Marketing, 57 (January) pp. 1-22.
Lambrecht, B. (2001), Dinner at the New Gene Café:HowGenetic Engineering Is Changing
What We Eat, How We Live, and the Global Politics of Food. St. Martin’s Press.
12 JOURNAL OF FOOD PRODUCTS MARKETING
Downloaded by [University of Ulster at Coleraine] at 03:15 08 April 2013
Matear, S.M., Gray, B.J. and Irving, G.P. (2000), “What makes a good export channel
relationship?” Asia Pacific Journal of Management, 17, 3 (December), pp. 539-
559.
Pine, B. & Gilmore, J.H. (1998), “Welcome to the experience economy,” Harvard
Business Review, 76 (July/August), pp. 97-105.
Pine, B. & Gilmore, J. (1999), The experience economy: Work is theatre & every business
a stage. Harvard Business School Press, Boston.
Ponsonby, S. (2001), “Consolidating the marketing concept, marketing management
and consumer research–Conceptualizing consumer value.” Paper Presented at the
Irish Academy of Management Conference, September 2001, University of Ulster,
Northern Ireland.
Samiee, S. (1999), “The internationalization of services: Trends, obstacles and issues,”
Journal of Services Marketing, 13 (4/5), pp. 319-328.
Schmitt, B. & Simonson, A. (1997), Marketing aesthetics: The strategic management
of brands, identity, and image. New York, NY: The Free Press.
Schmitt, B. (1999), Experiential marketing: How to get customers to sense, feel, think,
act, and relate to your company and brands. Free Press, New York.
Schlosser, E. (2001), Fast Food Nation: The Dark Side of the All-American Meal,
Boston: Houghton Mifflin Company.
Sheth, J.N., Newman, B.I. & Gross, B.L. (1991), “Why we buy what we buy: A theory
of consumption values, ” Journal of Business Research, 22, pp. 159-70.
Smithee, A. (forthcoming), “Virgin on the ridiculous: A mega in-flight marketing experience,”
International Journal of Experiential Marketing, 1(1).
Stanton, J. (2001), Stanton on Food Marketing, Putnam Media, Itasca, IL.
Stanton, J. and George, R. (1999), Delight Me . . . The Ten Commandments of Customer
Service, Raphel Publishing, Atlantic City, NJ.
Stanton, J. & George, R. (1999), Twenty One Trends in Food Marketing for the 21st
Century, Raphel Publishing, Atlantic City.
Wilson, D. (2001), Fateful Harvest, New York: HarperCollins Publishers.
Yau, O.H.M., McFetridge, P.R., Chow, R.P.M., Lee, J.S.Y., Sin, L.Y.M. and Tse,
A.C.B. (2000), “Is Relationship Marketing for Everyone?” European Journal of
Marketing, 34, 9/10, pp. 1111-1127.
Gray, Bell, and Ponsonby 13
Downloaded by