eBook, ePUB

Case Studies on Food Experiences in Marketing, Retail, and Events (eBook, ePUB)

Beschreibung

Case Studies on Food Experiences in Marketing, Retail, and Events explores approaches for creating ideal food shopping and consumption experiences, and the challenges food customers face today. With a basis in literature review and theoretical background, the book illustrates specific case studies on food shopping experiences, food consumption experience in restaurants, and food experience and events, as well as insights on the methodological tools adopted throughout. Topics include food and food service design, the creation of customer loyalty through experiences, communication strategies like food promotion and event management, and defining product positioning in a competitive environment. This book is an excellent resource for industry professionals in the food and beverage sectors, including those who work in marketing, communication, hospitality, and management, as well as students studying business management, tourism management, event management, applied marketing, and consumer behavior. - Presents the challenges customers face in their away-from-home food shopping - Explains how customer food experiences can be created - Contains best practice examples of how food companies achieve a competitive advantage by creating memorable customer experiences

Technische Details

• Geräte: eReader
• ohne Kopierschutz

Barrierefreiheit

• Text-to-Speech
• E-Mail des Verlags für Barrierefreiheitsfragen: [e-mail]
• E-Mail eines vertrauenswürdigen Mittlers für Barrierefreiheitsfragen: [e-mail]
• Seitennummerierung folgt dem gedruckten Werk
• Mathematische Inhalte in MathML für assistive Technologien
• Text und Medien in logischer Lesereihenfolge angeordnet
• Navigierbarer Index mit direktem Zugriff auf Indexbegriffe
• Navigierbares Inhaltsverzeichnis für direkten Zugriff auf Text und Medien
• Keine Einschränkung der Vorlesefunktionen, außer bei spezifischen Ausnahmen

Autor

Susanne Doppler is currently Professor of Event Management and Subject Coordinator for Tourism- and Event Management at Hochschule Fresenius Heidelberg. She has broad research interest at the interface between sales and marketing with a special focus on experiences and event marketing within the sales circle. Specific interests include the role of involvement on the attendees' perceived experience quality at events, congresses and exhibitions with a special focus on B2B, effects of strategic dramaturgy at the trade fair boost building and attendees' trust and satisfaction through sustainable business practices and events. Furthermore, she has been researching in the field of mobile apps, games and virtual reality applications as marketing tools, e.g. for tourism destinations.

Produktdetails

• Verlag: Elsevier Science & Techn.
• Seitenzahl: 236
• Erscheinungstermin: 21. August 2020
• Englisch
• ISBN-13: 9780128177938
• Artikelnr.: 61689683