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Research papers

A consumer-oriented approach to the marketing of food products

There is a growing recognition that successful marketing of food products should take the consumer, the ultimate judge in the market, as point of departure. This will allow producers to add value to their products while consumer needs will be more...

Catalogue: Seminar 1996: European Agri-Business Under Pressure
Authors: Anke Audenaert, Jan-Benedict Steenkamp
February 1, 1996