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.
LanguageEnglish
Pages3-13
JournalJournal of Food Products Marketing
Volume9
DOIs
Publication statusPublished - 7 Sep 2008

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Mood
Marketing
Food
Consumer experience
Suppliers
Marketing mix
Product quality
Distributor
Food consumption
Service quality
Food products

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title = "Are you in the mood ...for food?",
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.",
author = "Jim Bell and Brendan Gray and Sharon Ponsonby-McCabe",
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 Caf{\'e}: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",
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Are you in the mood ...for food? / Bell, Jim; Gray, Brendan; Ponsonby-McCabe, Sharon.

In: Journal of Food Products Marketing, Vol. 9, 07.09.2008, p. 3-13.

Research output: Contribution to journalArticle

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