Marketing of Food and Taste

• Main Author: Trendafilov, Dimitar
• Format: Book Part
• Language: English
• Published: University of Palermo, Italy 2020
• Subjects: Economic policy. Management. Marketing; Cultural anthropology; eskimo*
• Online Access: http://eprints.nbu.bg/4183/; http://eprints.nbu.bg/4183/1/13-Marketing-of-food-and-taste.pdf; https://www.cucota.eu/handbook-of-culture-and-communication-of-taste/

Marketing is one of the words that we here often at for various reasons, but even the professionals who use it will often give different definitions for it, if we ask them about it. Their opinion depends on their understanding of the term, based on education, profession, and even the sphere they work in – cosmetics, automotive, apparel, leisure, travel, etc. Very often, this word is used as a synonym for advertising, sales or even unethical practices (such as selling unhealthy drinks to children or selling ice to Eskimos), for creating hassle around new products in the store (a new collection, or a new model that must be noticed), for promoting an event (a Madonna concert) or a company (Google, Nestle, Bella Bulgaria, Happy or McDonalds restaurants). In fact, marketing is the way companies think and act when they must realize on the market a given product that the buyers are looking for. It is at the base of any business, while at the base of every successful business there is at least one defining marketing decision – an innovative product; the right place and time for offering a certain good; an attractive combination of menu presentation, service, good food and agreeable prices.