Case studies in the traditional food sector : A volume in the consumer science and strategic marketing series

The book explores how consumer and sensory science has been implemented in the food industry for achieving the following strategic aims: Rejuvenating product image, Shaping new market places, Achieving market differentiation and geographical diffusion, Achieving customer loyalty, Promoting traditional features of the product and defining product positioning in competitive environment. This book aims to answer the following questions, amongst others: How research in the field of consumer science became relevant for marketing strategies?, Which tangible economic and financial outcomes have been obtained by the joint work of sensory scientists, Researchers in marketing field and food business professionals?, And which communication methods and practices have been relevant to make the most of R&D in the food industry?