Food marketing by Carlo Meo

PLOT

Food has become the new religion of consumption, the culture of young people, the winning media topic, Expo included, but still there is a big gap between the success of the phenomenon and its interpretation. This volume analyzes the new consumption trends of foodies and simultaneously suggests to companies and entrepreneurs how to operate in these markets both to succeed and to avoid trouble: being Italian helps, but it is not enough! The food sector is perhaps the most complex sector in which to operate, the one that requires the greatest balance between creativity and the use of well-established, scientific rules. Innovation, seen as the ability to read the new meanings of consumption in the food world, is the key to success along with courage and entrepreneurial consistency. And this book stands as an operational reference resource in the field.

SUMMARY

- How "food" was born and the "foodies" market - Food-marketing: a world of opportunities for businesses - Specializing - Tradition & typicality: a winning combination - Ethnic food: diversity that appeals - Fast food: a dignified eating experience - All you can eat: a question of size - Stars: the cuisine of surprises and image - Natural, organic, health: rediscovering taste without fanaticism - Eating out of hunger: the market of indigence is growing even in Italy

AUTHOR

Carlo Meo is among the leading international experts on shopping behavior and experiential retail concepting. CEO of M&T, he teaches courses in Design Experience - POLI.DESIGN, Politecnico di Milano, author of books and columnist in newspapers and trade magazines.
Don't miss the next chapter, Food Marketing vol. 2.