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Online Public Access Catalogue

题名/责任者:

The science and craft of artisanal food / edited by Michael H. Tunick and Andrew L. Waterhouse.

出版发行项:

New York, NY, United States of America : Oxford University Press, [2023]

ISBN:

9780190936587

ISBN:

0190936584

载体形态项:

viii, 209 pages : illustrations ; 22 cm

其他载体形态:

Online version: Science and craft of artisanal food New York, NY, United States of America : Oxford University Press, 2023 9780190936594

附加个人名称:

Tunick, Michael, editor.

附加个人名称:

Waterhouse, Andrew Leo, editor.

论题主题:

Food science.

论题主题:

Food industry and trade.

论题主题:

Small business.

论题主题:

Artisans.

中图法分类号:

TS201.1

书目附注:

Includes bibliographical references.

内容附注:

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.

摘要附注:

"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"--

豆瓣简介：