search query: @author Stanton, J.L. / total: 2
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| Author: | Stanton, J.L. Herbst, K.C. |
| Title: | Commodities must begin to act like branded companies: Some perspectives from the United States |
| Journal: | Journal of Marketing Management
2005 : FEB, VOL 21:1-2, p. 7-18 |
| Index terms: | Agriculture Commodities Food industry Marketing Brands Consumer attitudes Consumer behaviour USA |
| Language: | eng |
| Abstract: | The agricultural commodity industry needs to focus more on profits, less on value, and must change with the consumer, that is, a branded approach is needed. Consumers want to rely on branded companies to give an official endorsement that the product is indeed good and worthy of purchase. This change in the food shoppers' mindset has provided an unprecedented opportunity for commodities' marketers to begin to act like branded companies by stamping the name of a well-known brand onto a commodity. A case history of Ocean Spray is also discussed. |
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