Are you in the mood ...for food?

Jim Bell, Brendan Gray, Sharon Ponsonby-McCabe

Research output: Contribution to journalArticle

4 Citations (Scopus)

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 languageEnglish
Pages (from-to)3-13
JournalJournal of Food Products Marketing
Volume9
DOIs
Publication statusPublished - 7 Sep 2008

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