Adding Value (RLE Marketing) : Brands and Marketing in Food and Drink

An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies. .. Cover Half Title Title Page Copyright Page Original Title Page Original Copyright Page Table of Contents List of figures List of tables List of contributors Preface 1 Brands and marketing Part I Concepts and debates 2 When and why brand names in food and drink? 3 Brands: economic ideology and consumer society 4 Brands and the alcoholic drinks industry 5 Brand accounting in the United Kingdom Part II Alcoholic drinks 6 Selling beer in Victorian Britain 7 Marketing and competition in Danish brewing 8 Managing decline: brands and marketing in two mergers, ‘The Big Amalgamation’ 1925 and Guinness–DCL 1986 9 The empire strikes back: marketing Australian beer and wine in the United Kingdom Part III Food and non-alcoholic drinks 10 The pause that refreshed the world: the evolution of Coca-Cola’s global marketing strategy 11 Best-practice marketing of food and health drinks in Britain 1930–70 12 Brands and breakfast cereals in Britain 13 Marketing convenience foods between the wars Part IV Retailing 14 Multiple retailing and brand image: an Anglo-American comparison 1860—1994 15 Delivering quality: the role of logistics in the post-war transformation of British food retailing Index Tourism Marketing and Management in the Caribbean offers the first comprehensive discussion of tourism in this part of the world. It begins with an overview of the industry and the role of the Caribbean Tourism Organization. It goes on to look at aspects of tourism marketing and management on a region-by-region basis, covering the Bahamas, Jamaica, Barbados, St Lucia, Trinidad and Tobago, Guyana and Cuba. Detailed analysis follows of sectors within the industry, such as heritage and health care, with central issues such as the intense competition between the cruise ship and hotel industries highlighted. Discussion of the impact of US and EC policies on Caribbean tourism provides an important international perspective. Throughout, the focus is on the contribution of the regional tourism industry to Caribbean economic growth and development. The final section assesses the future of Caribbean tourism, and provides recommendations for Caribbean tourism marketing and management strategy The Caribbean has long been idealized for its sun-drenched sand and azure seas. Indeed, this area now has the largest regional tourism industry in the world amongst developing countries. The marketing and management strategies underpinning this rapidly expanding industry are assuming increasing importance in policy formation as governments are relying more and more on tourism as a gateway to economic growth and expansion The book provides a comprehensive analysis of the techniques and mechanics of the research process, and the management implications of industrial marketing research. It reveals not only how to do marketing research, but also the full range of its profitable applications, and shows how to develop an internal department and how to buy industrial marketing research. This authoritative account of tourism in the Caribbean is drawn from leading scholars of tourism as well as high-profile decision makers within the industry. These include tourism directors, government officials and the Secretary General of the Caribbean Tourism Organization This volume traces prominent international success stories, revealing the surprises and strategies of some of the most familiar names in the market place, such as Coca Cola, Australian Wines, and United Distillers. Edited By Geoffrey Jones And Nicholas J. Morgan. Includes Bibliographical References And Index.