Cover image for The food industry wars : marketing triumphs and blunders
The food industry wars : marketing triumphs and blunders
Michman, Ronald D.
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Publication Information:
Westport, Conn. : Quorum, 1998.
Physical Description:
xiii, 263 pages ; 25 cm
Food marketing and distribution -- The fast-food industry -- The ice cream industry -- The soup industry -- The breakfast cereal industry -- The baby food industry -- The ethnic food industry -- The snack food industry -- The candy industry -- The soft-drink industry.
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HD9005 .M44 1998 Adult Non-Fiction Non-Fiction Area

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How food marketers make use of key variables--such as innovation; target market; market segmentation; image; and physical, environmental, and human 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 conditions, 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.

Author Notes

RONALD D. MICHMAN is Professor Emeritus of Marketing, Shippensburg University, Pennsylvania. Widely published in professional journals and a member of several editorial boards, he is the author or coauthor of seven books including Retailing Triumphs and Blunders (Quorum, 1995), Lifestyle Market Segmentation (Praeger, 1991), and Marketing to Changing Consumer Markets (Praeger, 1983).

EDWARD M. MAZZE is Dean and the Alfred J. Verrecchia--Hasbro, Inc., Leadership Chair in Business, College of Business Administration, the University of Rhode Island.

Reviews 1

Choice Review

Michman (emeritus, Shippenberg Univ.) and Mazze (Univ. of North Carolina, Charlotte) provide detailed and well-documented accounts of marketing and distribution in the multibillion dollar food industry. Replete with historical examples involving numerous industry titans, the book's ten chapters investigate topics germane to marketing food (e.g., technology, changing legislation, role of innovation). As the authors demonstrate, the food industry represents apparent contradictions stemming from the complex nature of buying markets. For example, while economic pressures encourage companies to produce economies of scale vis-`a-vis standardized products, emerging submarkets, represented by more powerful ethnic groups, encourage strategies of customization. Each chapter begins with a list of useful marketing strategies and mistakes that relate to the chapter's respective industry, e.g., breakfast food, soup, snack foods. The authors provide practical examples that show how some companies are responding to the challenges of coping with market planning and implementation in this increasingly technical 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. General readers; upper-division undergraduates through professionals. T. J. Belich; Northwestern College (MN)

Table of Contents

Food Marketing Distribution
The Food-Food Industry
The Ice Cream Industry
The Soup Industry
The Breakfast Cereal Industry
The Baby Food Industry
The Ethnic Food Industry
The Snack Food Industry
The Candy Industry
The Soft Drink Industry
Selected Bibliography