Dean of URI's
College of Business Administration
co-author of Food Industry Wars
KINGSTON, R.I. -- June 11, 1999--Want to learn how companies prod consumers
into buying their ice cream, breakfast cereal, snack food, candy or soft
Then read a new book co-authored by Edward M. Mazze, dean of the University
of Rhode Island's College of Business Administration.
Mazze joined with Ronald D. Michman, professor emeritus at Shippensberg
University to write, Food Industry Wars: Marketing Triumphs and Blunders.
Published by Quorum Books, Westport, Conn., the 272-page book discusses
how food marketers make use of innovation, target marketing, market segmentation,
image and physical, environmental and human resources to market and sell
The book is filled with historical examples involving numerous industry
giants such as how Coca-Cola succeeded in spite of product failures, the
advent of the bottled water industry, the development of special market
niches by Nabisco, Campbell Soup and Ben & Jerry's Ice Cream. The book
helps managers see how companies respond to failures and how they build
on successes. A strong example is the Coca-Cola's introduction several years
ago of new Coke, which fizzled with consumers. The book details how Coke
responded and re-positioned traditional Coke as Coca-Cola Classic.
"Michman and Mazze concentrate on the food industry as they examine
what contributes to a successful marketing campaign," the publisher
By focusing on the key variables used in a volatile economic environment,
by emphasizing lessons learned from successes and failures, and by demonstrating
how to respond to changing conditions, Michman and Mazze help executives
ensure the success of their marketing efforts.
Choice magazine says the book provides well-documented accounts of marketing
and distribution in the multi-billion dollar food industry.... "The
book can be read as a factual account of the evolution of the food industry,
as a text of applied marketing, or for simple enjoyment."
Mazze and Michman examine 10 institutional formats in the American food
marketing and distribution structure-supermarkets, fast-food, ice cream,
soup, breakfast cereal, baby food, ethnic food, snack food, candy and soft
The supermarket industry is analyzed first with an overview of food marketing
"The authors emphasize that avoidance of past mistakes is essential
for sound marketing strategy, a fact illustrated by the examples of companies
afflicted by injuries who have disregarded this advice," says Zing
The book is aimed at managers in consumer goods who are responsible for
looking beyond financial statements for profitability in a changing environment.
These managers need to develop sound marketing strategies that are learned
by looking at how other companies deal with environmental, technological
and consumer buying changes.
For Further Information: Dave Lavallee 401-874-2116