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A volume in the Consumer Science and Strategic Marketing Series, Case Studies on the Business of Nutraceuticals considers nutraceuticals from a strategic marketing perspective, exploring consumer needs and trends as a pathway to defining novel opportunities in developing and marketing these products. In addition to highlighting the importance of consumer needs in shaping a market strategy for nutraceuticals, this book also defines emerging trends and explores recent developments in the nutraceutical industry. Containing 11 chapters, this book, explores the competitive landscape of the global and European nutraceutical market, focusing on key market drivers, consumer and product trends, and marketing and technological challenges. Case Studies on the Business of Nutraceuticals outlines the processes that lead to the introduction of new products and the entrance of new competitors in the market and highlights how a market strategy that’s focused on consumers’ needs can contribute to a company’s strategy.

Functional foods. --- Functional foods --- Designer foods --- Medicinal food --- Medicinal foods --- Neutraceuticals --- Neutriceuticals --- Nutraceuticals --- Nutriceuticals --- Pharmafoods --- Food --- Analysis. --- Neutraceuticals. --- Dietary Supplements --- Functional Food --- Direct-to-Consumer Advertising --- Marketing