Consumers towards marketing strategies of coffee producers

Consumers towards marketing strategies of coffee producers
Author :
Publisher : BRILL
Total Pages : 260
Release :
ISBN-10 : 9789086869053
ISBN-13 : 908686905X
Rating : 4/5 (05X Downloads)

Book Synopsis Consumers towards marketing strategies of coffee producers by : Grzegorz Maciejewski

Download or read book Consumers towards marketing strategies of coffee producers written by Grzegorz Maciejewski and published by BRILL. This book was released on 2023-09-14 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advice on how to write effective marketing strategies, but only few indicate how to implement them successfully. This book belongs to the second group. The proposed solutions can be applied by coffee producers, but can also be adapted to suit the needs of enterprises operating on other markets. The actual needs of the clients are presented, and the authors show how to implement and control the adopted marketing strategies to satisfy those needs. Valuable assets this book offers are the control system for the execution of the marketing strategy proposed by the authors (based on the Balanced Scorecard), and the aggregate of 38 indicators enabling you to determine the degree of implementation of the marketing strategy adopted by the enterprise. 'The main idea of the monograph is the effort to improve the activities of coffee producers by analysing and eliminating the discrepancy between the marketing strategies used and the real needs and preferences of consumers. The monograph is based on primary and secondary data obtained as a result of surveys of consumers and participants of the supply side of the coffee market. The conclusions presented in the monograph are drawn from the analysis of documents of twenty-six coffee producers, individual in-depth interviews with managers, a case study of the company MOKATE sp. z o.o. - the leader of the Polish instant cappuccino market, and from direct interviews with 800 coffee consumers. The Polish coffee market is one of the largest markets of this kind in Europe and it has great potential for growth. Therefore, this publication is not only a valuable contribution to research on behaviour of market entities, but also an important source of inspiration for managers responsible for everyday marketing in FMCG markets, in particular, in coffee markets.' Prof. Roman E. Niestrój Professor of Marketing, WSB University, Poland 'This book describes possible marketing strategies with focus on the coffee sector. The history of 'marketing' is presented, from the first attempts at a scientific approach in 1926, up to the establishment of this term in science in the 1950s. The authors refer to various definitions of marketing and describe its strategy variants (defensive/active). The main element (and advantage) of the book is the presentation of various methods of implementation and (equally important) their control. This content is supplemented by tables and figures concerning production, consumption and prices in the coffee market. In general, the book has a significant practical value, as it shows enterprises (not only from the coffee sector) how to effectively implement marketing strategies.' Dr. Joachim Schwanitz Managing Director, Huth's Kaffee & Feinkost, Germany


Consumers towards marketing strategies of coffee producers Related Books

Consumers towards marketing strategies of coffee producers
Language: en
Pages: 260
Authors: Grzegorz Maciejewski
Categories: Business & Economics
Type: BOOK - Published: 2023-09-14 - Publisher: BRILL

DOWNLOAD EBOOK

This is the first book presenting the relation between coffee producers and consumers of coffee beverages, at marketing management level. Many books offer advic
Coffee Consumption and Industry Strategies in Brazil
Language: en
Pages: 398
Authors: Luciana Florêncio de Almeida
Categories: Technology & Engineering
Type: BOOK - Published: 2019-09-13 - Publisher: Woodhead Publishing

DOWNLOAD EBOOK

Coffee Consumption and Industry Strategies in Brazil, the latest release in the Consumer Science and Strategic Marketing series, provides an overview of the cof
Shopping Centre Marketing
Language: en
Pages: 228
Authors: Piotr Krowicki
Categories: Business & Economics
Type: BOOK - Published: 2024-02-26 - Publisher: Taylor & Francis

DOWNLOAD EBOOK

There are almost 10,000 shopping centres in Europe, and in the United States there are over 100,000, many of which have entered the end-of-life phase due to gro
Customer-Centric Marketing Strategies: Tools for Building Organizational Performance
Language: en
Pages: 675
Authors: Kaufmann, Hans-Ruediger
Categories: Business & Economics
Type: BOOK - Published: 2012-11-30 - Publisher: IGI Global

DOWNLOAD EBOOK

As customer orientation continues to gain importance in the marketing field, there has been a growing concern for organizations to implement effective customer
Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies
Language: en
Pages: 357
Authors: Khosrow-Pour, D.B.A., Mehdi
Categories: Business & Economics
Type: BOOK - Published: 2019-06-14 - Publisher: IGI Global

DOWNLOAD EBOOK

One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a c