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Author: Grzegorz Maciejewski Publisher: BRILL ISBN: 908686905X Category : Business & Economics Languages : en Pages : 260
Book Description
This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advice on how to write effective marketing strategies, but only few indicate how to implement them successfully. This book belongs to the second group. The proposed solutions can be applied by coffee producers, but can also be adapted to suit the needs of enterprises operating on other markets. The actual needs of the clients are presented, and the authors show how to implement and control the adopted marketing strategies to satisfy those needs. Valuable assets this book offers are the control system for the execution of the marketing strategy proposed by the authors (based on the Balanced Scorecard), and the aggregate of 38 indicators enabling you to determine the degree of implementation of the marketing strategy adopted by the enterprise. 'The main idea of the monograph is the effort to improve the activities of coffee producers by analysing and eliminating the discrepancy between the marketing strategies used and the real needs and preferences of consumers. The monograph is based on primary and secondary data obtained as a result of surveys of consumers and participants of the supply side of the coffee market. The conclusions presented in the monograph are drawn from the analysis of documents of twenty-six coffee producers, individual in-depth interviews with managers, a case study of the company MOKATE sp. z o.o. - the leader of the Polish instant cappuccino market, and from direct interviews with 800 coffee consumers. The Polish coffee market is one of the largest markets of this kind in Europe and it has great potential for growth. Therefore, this publication is not only a valuable contribution to research on behaviour of market entities, but also an important source of inspiration for managers responsible for everyday marketing in FMCG markets, in particular, in coffee markets.' Prof. Roman E. Niestrój Professor of Marketing, WSB University, Poland 'This book describes possible marketing strategies with focus on the coffee sector. The history of 'marketing' is presented, from the first attempts at a scientific approach in 1926, up to the establishment of this term in science in the 1950s. The authors refer to various definitions of marketing and describe its strategy variants (defensive/active). The main element (and advantage) of the book is the presentation of various methods of implementation and (equally important) their control. This content is supplemented by tables and figures concerning production, consumption and prices in the coffee market. In general, the book has a significant practical value, as it shows enterprises (not only from the coffee sector) how to effectively implement marketing strategies.' Dr. Joachim Schwanitz Managing Director, Huth's Kaffee & Feinkost, Germany
Author: Grzegorz Maciejewski Publisher: BRILL ISBN: 908686905X Category : Business & Economics Languages : en Pages : 260
Book Description
This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advice on how to write effective marketing strategies, but only few indicate how to implement them successfully. This book belongs to the second group. The proposed solutions can be applied by coffee producers, but can also be adapted to suit the needs of enterprises operating on other markets. The actual needs of the clients are presented, and the authors show how to implement and control the adopted marketing strategies to satisfy those needs. Valuable assets this book offers are the control system for the execution of the marketing strategy proposed by the authors (based on the Balanced Scorecard), and the aggregate of 38 indicators enabling you to determine the degree of implementation of the marketing strategy adopted by the enterprise. 'The main idea of the monograph is the effort to improve the activities of coffee producers by analysing and eliminating the discrepancy between the marketing strategies used and the real needs and preferences of consumers. The monograph is based on primary and secondary data obtained as a result of surveys of consumers and participants of the supply side of the coffee market. The conclusions presented in the monograph are drawn from the analysis of documents of twenty-six coffee producers, individual in-depth interviews with managers, a case study of the company MOKATE sp. z o.o. - the leader of the Polish instant cappuccino market, and from direct interviews with 800 coffee consumers. The Polish coffee market is one of the largest markets of this kind in Europe and it has great potential for growth. Therefore, this publication is not only a valuable contribution to research on behaviour of market entities, but also an important source of inspiration for managers responsible for everyday marketing in FMCG markets, in particular, in coffee markets.' Prof. Roman E. Niestrój Professor of Marketing, WSB University, Poland 'This book describes possible marketing strategies with focus on the coffee sector. The history of 'marketing' is presented, from the first attempts at a scientific approach in 1926, up to the establishment of this term in science in the 1950s. The authors refer to various definitions of marketing and describe its strategy variants (defensive/active). The main element (and advantage) of the book is the presentation of various methods of implementation and (equally important) their control. This content is supplemented by tables and figures concerning production, consumption and prices in the coffee market. In general, the book has a significant practical value, as it shows enterprises (not only from the coffee sector) how to effectively implement marketing strategies.' Dr. Joachim Schwanitz Managing Director, Huth's Kaffee & Feinkost, Germany
Author: Luciana Florêncio de Almeida Publisher: Woodhead Publishing ISBN: 0128147229 Category : Technology & Engineering Languages : en Pages : 398
Book Description
Coffee Consumption and Industry Strategies in Brazil, the latest release in the Consumer Science and Strategic Marketing series, provides an overview of the coffee sector, focusing on marketing strategies, consumer behavior, and strategies for transforming coffee consumption, production and retailing. The book presents the importance of an academician-practitioner perspective to bridge the gap between scholars and managers, and between business schools and the entrepreneurial world. Appropriate for researchers in the fields of food retail and producing, food marketing, consumer behavior, consumer science, agribusiness marketing and strategy, food industry strategy, undergraduate and post-graduate students studying marketing, consumer behavior, strategy, agribusiness marketing and strategy, practitioners in the food industry, marketing managers, and marketing and strategy consultants, this book is a must-read for those contributing to the coffee industry. - Presents strategies for transforming coffee consumption, production and retailing - Addresses market outlook, factors and trends - Outlines coffee industry strategies through business cases that highlight innovative practices - Discuss and present the certification role in the coffee producing strategy and retailing - The coffee waves and the specialty coffee impact in the consumption and at the retail level - Studies the role of retail and the consumer - Includes questions and exercises based on case studies and concepts
Author: Ratih Hurriyati Publisher: CRC Press ISBN: 1000328384 Category : Business & Economics Languages : en Pages : 1168
Book Description
The GCBME Book Series aims to promote the quality and methodical reach of the Global Conference on Business Management & Entrepreneurship, which is intended as a high-quality scientific contribution to the science of business management and entrepreneurship. The Contributions are expected to be the main reference articles on the topic of each book and have been subject to a strict peer review process conducted by experts in the fields. The conference provided opportunities for the delegates to exchange new ideas and implementation of experiences, to establish business or research connections and to find Global Partners for future collaboration. The conference and resulting volume in the book series is expected to be held and appear annually. The year 2019 theme of book and conference is "Transforming Sustainable Business In The Era Of Society 5.0". The ultimate goal of GCBME is to provide a medium forum for educators, researchers, scholars, managers, graduate students and professional business persons from the diverse cultural backgrounds, to present and discuss their research, knowledge and innovation within the fields of business, management and entrepreneurship. The GCBME conferences cover major thematic groups, yet opens to other relevant topics: Organizational Behavior, Innovation, Marketing Management, Financial Management and Accounting, Strategic Management, Entrepreneurship and Green Business.
Author: Robert W. Thurston Publisher: Rowman & Littlefield Publishers ISBN: 1442214422 Category : Cooking Languages : en Pages : 433
Book Description
Coffee: A Comprehensive Guide to the Bean, the Beverage, and the Industry offers a definitive guide to the many rich dimensions of the bean and the beverage around the world. Leading experts from business and academia consider coffee’s history, global spread, cultivation, preparation, marketing, and the environmental and social issues surrounding it today. They discuss, for example, the impact of globalization; the many definitions of organic, direct trade, and fair trade; the health of female farmers; the relationships among shade, birds, and coffee; roasting as an art and a science; and where profits are made in the commodity chain. Drawing on interviews and the lives of people working in the business—from pickers and roasters to coffee bar owners and consumers—this book brings a compelling human side to the story. The authors avoid romanticizing or demonizing any group in the business. They consider basic but widely misunderstood issues such as who adds value to the bean, the constraints of peasant life, and the impact of climate change. Moving beyond simple answers, they represent various participants in the supply chain and a range of opinions about problems and suggested solutions in the industry. Coffee offers a multidimensional examination of a deceptively everyday but extremely complex commodity that remains at the center of many millions of lives. Tracing coffee’s journey from field to cup, this handbook to one of the world’s favorite beverages is an essential guide for professionals, coffee lovers, and students alike. Contributions by: Sarah Allen, Jonathan D. Baker, Peter S. Baker, Jonathan Wesley Bell, Clare Benfield, H. C. "Skip" Bittenbender, Connie Blumhardt, Willem Boot, Carlos H. J. Brando, August Burns, Luis Alberto Cuéllar, Olga Cuellar, Kenneth Davids, Jim Fadden, Elijah K. Gichuru, Jeremy Haggar, Andrew Hetzel, George Howell, Juliana Jaramillo, Phyllis Johnson, Lawrence W. Jones, Alf Kramer, Ted Lingle, Stuart McCook, Michelle Craig McDonald, Sunalini Menon, Jonathan Morris, Joan Obra, Price Peterson, Rick Peyser, Sergii Reminny, Paul Rice, Robert Rice, Carlos Saenz, Vincenzo Sandalj, Jinap Selamat, Colin Smith, Shawn Steiman, Robert W. Thurston, Steven Topik, Tatsushi Ueshima, Camilla C. Valeur, Geoff Watts, and Britta Zeitemann
Author: Juliana Mansvelt Publisher: SAGE ISBN: 9780761974307 Category : Business & Economics Languages : en Pages : 212
Book Description
An overview of the research into consumer behaviour and the use of space, including the internet, identity, connections through commodity chains, commercial culture and morality.
Author: Axel Schildt Publisher: Berghahn Books ISBN: 9781845450090 Category : Business & Economics Languages : en Pages : 440
Book Description
In the 1960s and 70s, a new youth consciousness emerged in Western Europe which gave this period its distinct character. This volume demonstrates how international developments fused with national traditions, producing specific youth cultures that became leading trendsetters of emergent post-industrial Western societies.
Author: Khosrow-Pour, D.B.A., Mehdi Publisher: IGI Global ISBN: 1522569812 Category : Business & Economics Languages : en Pages : 357
Book Description
One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear understanding of this issue. It is critical for businesses to understand these cultural and language barriers and how to face them through effective communications and cultural sensitivity. The companies that will thrive and see the most success are the ones whose employees communicate and collaborate effectively with customers, suppliers, and partners all over the world. Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity, and implementing cross-cultural management practices into their daily business practices. Featuring research on topics such as origin effects, consumption culture, and cross-cultural management, managers, consultants, academic researchers, practitioners, business educators, and advanced students in various disciplines will find the content within this publication to be beneficial.
Author: Douglas Goodman Publisher: Bloomsbury Publishing USA ISBN: 1576079767 Category : Business & Economics Languages : en Pages : 268
Book Description
An engrossing review of the development of global consumerism and its impact on sociological issues. The phrase "shop till you drop" has become as American as apple pie and the trend does not appear to be slowing. Consumer Culture begins with the history of the consumer culture, which reveals that our fascination with consuming shows not only the hidden significance of everyday items, such as sugar and fashionable clothing, but also reveals the uniqueness of our way of life. Consumer Culture also presents the views of economists and sociologists who see consumption as an expression of freedom. The book covers the social impact of consumption, examining such dubious milestones as physical attacks upon McDonald's and Starbucks, and best sellers that are critical of consumption. There is coverage of important research, such as whether consumers are making rational or impulsive choices and the effect of advertising on children.
Author: Dr.Rajesh R Publisher: SK Research Group of Companies ISBN: 9364922735 Category : Computers Languages : en Pages : 209
Book Description
Dr.Rajesh R, Professor & Head, Department of MBA, City Engineering College, Bengaluru, Karnataka, India. Prof.Chaithra M.S, Assistant Professor, Department of MBA, City Engineering College, Bengaluru, Karnataka, India. Prof.Soumya K.R, Assistant Professor, Department of MBA, Surana College (Autonomous), Bengaluru, Karnataka, India. Prof.Sowmya C.U, Assistant Professor, Department of MBA, JSS Academy of Technical Education, Bengaluru, Karnataka, India.
Author: Rajagopal Publisher: Springer Nature ISBN: 3031042123 Category : Business & Economics Languages : en Pages : 254
Book Description
This book discusses the analysis of consumer behavior as a fundamental tool to build agility in business models and strategies. Exploring recent scientific developments in neurobehavioral research, this book argues that the development of agile marketing strategies requires an examination of neurobehavioral experiences in visual merchandising, shopping, and consumption, and an understanding cognitive synchronization with emotions, such as eye movements, gestures, verbal manifestation, and encoding behavior among consumers. The author discusses possible approaches to measure neuro-responses during a consumer’s shopping experience, both in-store and online. Such approaches will help firms to understand real-time neurobehavioral effects and improve the marketing capabilities of the firm accordingly. Discussing new strategies suitable to co-create agile business models in association with the market players and consumers, this interdisciplinary work engages scholarship on business agility, consumer behavior, social intervention, collective intelligence, decision-making, and stakeholder values.
Author: Grzegorz Maciejewski
Author: Grzegorz Maciejewski
Author: Luciana Florêncio de Almeida
Author: Ratih Hurriyati
Author: Robert W. Thurston
Author: Juliana Mansvelt
Author: Axel Schildt
Author: Khosrow-Pour, D.B.A., Mehdi
Author: Douglas Goodman
Author: Dr.Rajesh R
Author: Rajagopal