THE CONSUMER'S KINGDOM

Marcos Fava Neves
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Marcos Fava Neves: University of Sao Paulo, Brazil

Chapter 15 in The Future of Food Business:The Facts, The Impacts and The Acts, 2011, pp 79-83 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractChanges in marketing strategies adopted by companies and the general public perception towards such concepts of marketing have become an exciting area of study over the past 30 years. In this article, we study this process of evolution and then field questions to companies that can be used in their planning processes. We will examine the “wild” view of marketing that was dominant from the 1970s until the 1990s, which then evolved into a new era of consumer sovereignty after an incredible series of macro-environmental changes. Finally, we will discuss the opportunities for companies that aim to satisfy such sophisticated consumers, who are spoiled for choice and have to choose between closely competing companies…

Keywords: Food; Agribusiness; Sustainability; Food Chains; Strategic Planning; Innovation; Value Capture; Investments (search for similar items in EconPapers)
Date: 2011
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