Case Studies on Food Experiences in Marketing, Retail, and Events
- 1st Edition - August 21, 2020
- Imprint: Woodhead Publishing
- Editors: Susanne Doppler, Adrienne Steffen
- Language: English
- Paperback ISBN:9 7 8 - 0 - 1 2 - 8 1 7 7 9 2 - 1
- eBook ISBN:9 7 8 - 0 - 1 2 - 8 1 7 7 9 3 - 8
Case Studies on Food Experiences in Marketing, Retail, and Events explores approaches for creating ideal food shopping and consumption experiences, and the challenges food cust… Read more
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Request a sales quoteCase 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
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, and/or marketing and academics developing courses in the fields of consumer behavior, event marketing, or applied marketing or business strategy
- Edition: 1
- Published: August 21, 2020
- No. of pages (Paperback): 236
- Imprint: Woodhead Publishing
- Language: English
- Paperback ISBN: 9780128177921
- eBook ISBN: 9780128177938
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Susanne Doppler
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.
Affiliations and expertise
Professor of Event Management and Subject Coordinator for Tourism- and Event Management, Hochschule Fresenius Heidelberg, GermanyAS
Adrienne Steffen
Since September 2012, Dr. Adrienne Steffen is a Professor of Consumer Behavior and Market Research at the Hochschule Fresenius Heidelberg and its predecessor institution. Adrienne Steffen received her BBA in International Management at the International University in Germany and studied at the University of Michigan in the USA and the ESC Rennes in France. She completed her PhD (“Affective Reaction to Critical Shopping Experiences in Shopping Centers- a Mixed Method Approach”) and Post Graduate Diploma in Research in Business Management at the University of Strathclyde in Glasgow.
Adrienne has recently published in the area of Consumer Marketing where she focuses on retail experience management, consumer-salesperson interactions and sustainable consumptio
Affiliations and expertise
Professor of Consumer Behavior and Market Research, Hochschule Fresenius Heidelberg, GermanyRead Case Studies on Food Experiences in Marketing, Retail, and Events on ScienceDirect