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Food and wine events have gained popularity internationally. Their importance in local economic development has grown, especially in Europe, as they are seen as a source of income for local economic systems, a way for creating new job positions and effective tools for promoting and increasing typical product awareness and demand.

This book for the first time illustrates the positive and negative impacts of food and wine events from a stakeholder perspective by highlighting several critical aspects such as: (1) advantages and disadvantages of food and wine events; (2) best practice...

Consumer Science and Strategic Marketing: Case Studies in the Traditional Food Sector aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the food industry for achieving the following strategic aims: rejuvenating product image, shaping new market places, achieving market differentiation and geographical diffusion, achieving customer loyalty, promoting traditional features of the product and defining product positioning in...

Consumer Science and Strategic Marketing: Case Studies in the Wine Industry aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the wine industry for achieving the following strategic aims: rejuvenating product image, shaping new market places, achieving market differentiation and geographical diffusion, achieving customer loyalty, promoting traditional features of the product, and defining product positioning in competitive...