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L'industrie agroalimentaire est l'un des premiers secteurs d'activité en France. Cet ouvrage met l'accent sur les spécificités du marketing du secteur agro-alimentaire : comportement des consommateurs, risque alimentaire et gestion de la qualité, marque propre et MDD, actions de promotion et de communication, commercialisation et internationalisation... Largement illustré et nourri de cas d'entreprises, ce livre privilégie l'orientation pratique, stimule la réflexion stratégique et aide les prises de décisions opérationnelles. Cette 3e édition, entièrement revue et mise à jour, propose de nouveaux exemples, expose l'impact des nouvelles technologies et du digital et renforce la place accordée au prix.

Food industry and trade.

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Food industry and trade --- Food --- Safety measures.

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Agriculture --- Food industry and trade. --- Economic aspects.

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The industrialization of food preservation and processing has been a dramatic development across Europe during modern times. This book sets out its story from the beginning of the nineteenth century when preservation of food from one harvest to another was essential to prevent hunger and even famine. Population growth and urbanization depended upon a break out from the ’biological ancien regime’ in which hunger was an ever-present threat. The application of mass production techniques by the food industries was essential to the modernization of Europe. From the mid-nineteenth century the development of food industries followed a marked regional pattern. After an initial growth in north-west Europe, the spread towards south-east Europe was slowed by social, cultural and political constraints. This was notable in the post-Second World War era. The picture of change in this volume is presented by case studies of countries ranging from the United Kingdom in the west to Romania in the east. All illustrate the role of food industries in creating new products that expanded the traditional cereal-based diet of pre-industrial Europe. Industrially preserved and processed foods provided new flavours and appetizing novelties which led to brand names recognized by consumers everywhere. Product marketing and advertising became fundamental to modern food retailing so that Europe’s largest food producers, Danone, Nestlé and Unilever, are numbered amongst the world’s biggest companies.

Food industry and trade --- History --- Food industry and trade - Europe - History - 19th century --- Food industry and trade - Europe - History - 20th century

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Food industry and trade --- Agricultural wastes. --- Waste products. --- By-products.