The Food Industry Wars: Marketing Triumphs and Blunders

(Hardback)

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Description

How food marketers make use of key variables--such as innovation; target market; market segmentation; image; and physical, environmental, and huma resources--determines how successfully they sell their products. Michman and Mazze concentrate on the food industry as they examine what contributes to a successful marketing campaign. The authors discover that not all variables have to be used concurrently; some may be more important than others depending on environmental condition, and the effective use of one variable may cancel the ineffectiveness of another. By focusing on the key variables to use in a volatile economic environment, by emphasizing lessons learned from both marketing successes and failures, and by demonstrating how to adapt key variables to changing conditions, Michman and Mazze help executives ensure the success of their marketing efforts. Mazze and Michman examine 10 institutional formats in the American food marketing and distribution structure--supermarkets, fast-food, ice cream, soup, breakfast cereal, baby food, ethnic food, snack food, candy and soft-drinks. The supermarket industry is analyzed first with an overview of food marketing and distribution. Specific industries are then analyzed using the five key variables (innovation, image, target market, physical environment, and human resources) with a historical framework to help managers learn from past marketing mistakes. The authors emphasize that avoidance of past mistakes is essential for sound marketing strategy, a fact illustrated by the examples of companies afflicted by injuries who have disregarded this advice.

Reviews

"In the "The Food Industry Wars, Marketing Triumphs and Blunders, .,.".By focusing on the key variables to use in a volatile economic enviornment, by emphasizing lessons learned from both marketing successes and failures, and by demonstrating how to adapt key variables to changing conditions, Michman and Mazze help executives ensure the success of their marketing efforts....Quorum Books."-Zing Magazine
"Ronald D. Michman and Edward M. Mazze have compiled a book that gives a useful perspective on marketing strategy while anchoring their analysis to direct observation of the food industry....While the overall treatment of the topics and examples is detailed, the style of the book falls somewhere between an academic analysis and popular press generalization of management strategies. It is interesting and well reasoned without tumbling over into either pedantry or solipsism....[A]n unusually well executed effort. It would be a nice fit alongside basic business strategy textbooks in either a professional or a professorial library. It would also be a good recommendation for a university library's supplemental book list. The enduring value of well-annotated history often goes underestimated."-Journal of Business-to-Business Marketing
[The authors] provide detailed and well-documented accounts of marketing and distribution in the multibillion dollar food industry....The book can be read as a factual account of the evolution of the food industry, as a text of applied marketing, or for simple enjoyment.-Choice
In the "The Food Industry Wars, Marketing Triumphs and Blunders, .,.".By focusing on the key variables to use in a volatile economic enviornment, by emphasizing lessons learned from both marketing successes and failures, and by demonstrating how to adapt key variables to changing conditions, Michman and Mazze help executives ensure the success of their marketing efforts....Quorum Books.-Zing Magazine
Ronald D. Michman and Edward M. Mazze have compiled a book that gives a useful perspective on marketing strategy while anchoring their analysis to direct observation of the food industry....While the overall treatment of the topics and examples is detailed, the style of the book falls somewhere between an academic analysis and popular press generalization of management strategies. It is interesting and well reasoned without tumbling over into either pedantry or solipsism....[A]n unusually well executed effort. It would be a nice fit alongside basic business strategy textbooks in either a professional or a professorial library. It would also be a good recommendation for a university library's supplemental book list. The enduring value of well-annotated history often goes underestimated.-Journal of Business-to-Business Marketing
"The authors provide detailed and well-documented accounts of marketing and distribution in the multibillion dollar food industry....The book can be read as a factual account of the evolution of the food industry, as a text of applied marketing, or for simple enjoyment."-Choice
"[The authors] provide detailed and well-documented accounts of marketing and distribution in the multibillion dollar food industry....The book can be read as a factual account of the evolution of the food industry, as a text of applied marketing, or for simple enjoyment."-Choice

Author Bio

RONALD D. MICHMAN is Professor Emeritus of Marketing, Shippensburg University, Pennyslvania - EDWARD M. MAZZE is Dean of the Belk College of Business Administration and Professor of Marketing at the University of North Carolina at Charlotte.