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 drinks?

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 their products.

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 said.

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 drinks.

The supermarket industry is analyzed first with an overview of food marketing and distribution.

"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 Magazine.

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