Marketing food brands in Italy: a case study approach

Marketing food brands in Italy: a case study approach

Looks at the marketing of five Kraft Italia food products: Splendid, Sottilette, Milka, Hag and Philadelphia in Italy. Examines the changes in consumption rate and how marketing strategies for these products have developed. States that the lessons to be learned from these case studies could help enc...

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Veröffentlicht in:British food journal (1966) 2002-07, Vol.104 (6), p.413-464
1. Verfasser: Pratesi, Carlo Alberto
Format: Artikel
Sprache:eng
Schlagworte:
case studies
food marketing
foods
marketing strategies
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Beschreibung
Zusammenfassung:Looks at the marketing of five Kraft Italia food products: Splendid, Sottilette, Milka, Hag and Philadelphia in Italy. Examines the changes in consumption rate and how marketing strategies for these products have developed. States that the lessons to be learned from these case studies could help encourage the development of effective marketing of other brands in Italy.
ISSN:0007-070X
1758-4108
DOI:10.1108/00070700210795615