The Science and Craft of Artisanal Food

Know about the book -

The Science and Craft of Artisanal Food is written by Michael H. Tunick and published by Oxford University Press. It's available with International Standard Book Number or ISBN identification 0190936584 (ISBN 10) and 9780190936587 (ISBN 13).

"The word artisanal has had a significant impact on the marketing of consumer products. Artisanal labelled products can be found in the shops of true artisans, reflecting a genuine connection between the term and the product. On the other hand, artisanal labelled commodities can also be found on global chains' products, reflecting a disconnect between the term and the manufactured goods. This indiscriminate use has damaged what artisanal means for consumers. A solution to reclaiming the meaning of artisanal or repositioning completely is to focus on the fundamental marketing tools of the 4Ps (product, price, place, promotion), segmentation, targeting and positioning, and branding. Combining these tools can help artisanal producers develop marketing and communications strategies to build meaningful relationships with their target market"--