Marketing food brands in Italy: a case study approach
Carlo Alberto Pratesi
(Carlo Alberto Pratesi is Professor of Marketing at “Roma Tre” University, Rome, Italy.)
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Abstract
Looks at the marketing of five Kraft Italia food products: Splendid, Sottilette, Milka, Hag and Philadelphia in Italy. Examines the changes in consumption rate and how marketing strategies for these products have developed. States that the lessons to be learned from these case studies could help encourage the development of effective marketing of other brands in Italy.
Keywords
Citation
Pratesi, C.A. (2002), "Marketing food brands in Italy: a case study approach", British Food Journal, Vol. 104 No. 6, pp. 413-464. https://doi.org/10.1108/00070700210795615
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited