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- W4366543713 abstract "Abstract The word artisanal has had a significant impact on the marketing of consumer products. Artisanal-labeled 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-labeled 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." @default.
- W4366543713 created "2023-04-22" @default.
- W4366543713 creator A5078711043 @default.
- W4366543713 date "2023-05-16" @default.
- W4366543713 modified "2023-09-28" @default.
- W4366543713 title "Introduction" @default.
- W4366543713 cites W4230841651 @default.
- W4366543713 doi "https://doi.org/10.1093/oso/9780190936587.003.0001" @default.
- W4366543713 hasPublicationYear "2023" @default.
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