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Demasiado perto para ser confortável?

Demasiado perto para ser confortável?

Toni Katharina Kopp

65,74 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786209020179
65,74 €
IVA incluido
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Sobre IBD

Com o aumento da popularidade das alternativas à base de plantas, os profissionais de marketing enfrentam um dilema crucial: estes produtos devem refletir os seus homólogos de origem animal ou destacar-se? Este estudo instigante analisa como a nomenclatura do produto - como 'leite de aveia' versus 'bebida de aveia' - influencia a perceção do consumidor, a avaliação do sabor e a intenção de compra. Com novos conhecimentos experimentais e um enfoque acentuado no branding do mundo real, esta investigação revela porque é que as palavras que escolhemos são importantes - mas porque é que o sabor ainda reina supremo. Uma leitura obrigatória para profissionais de marketing, inovadores do sector alimentar e qualquer pessoa curiosa sobre o futuro daquilo que comemos.

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