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Coffee Consumption and Coffee Industry Strategies in Brazil A volume in the Consumer Science and Strategic Marketing series Woodhead Publishing Series in Consumer Science and Strategic Marketing Series

Langue : Anglais

Coordonnateurs : de Almeida Luciana Florêncio, Spers Eduardo Eugenio

Couverture de l’ouvrage Coffee Consumption and Coffee Industry Strategies in Brazil

Consumer Science and Strategic Marketing: Coffee Consumption and Coffee Industry Strategies in Brazil provides an overview of the coffee sector, with emphasis on marketing strategies and consumer behavior, and presents strategies for transforming coffee consumption. Brazil production, marketing, and leadership in the coffee sector makes the country the second largest contributor to world coffee consumption.

Broken into four parts, the book focuses on market outlook, factors, and trends

Part I: Market Outlook, Factors and Trends 1. World Coffee Sector: production and consumption 2. Coffee consumption trends worldwide: Domestic consume and retailing 3. Brazilian coffee specificities: Protected Denomination of Origin and Geographical Indication

Part II: Coffee Farmers Perceptions and Contributions: Certification and Strategies 4. Coffee farmers profile and perception in Brazil 5. Certification: facts, challenges and future 6. Innovation in coffee farming for quality driven markets

Part III: Coffee Industry Strategies: case studies 7. Coffee and health: 3 Corações marketing approach 8. Promoting High Quality Coffee Champions: Illy cafe 9. Cooperativism and Brand investment: Prima Qualita Coffee 10. Cerrado Mineiro Brand: Internationalization strategy

Part VI: Retail and Consumer 11. Coffee shops: social consumption 12. Coffee consumer behavior: perception from the coffee origin 13. Sensorial Analysis and Consumer behavior in coffee consumption

Researchers in the fields of food retail and producing, food marketing, consumer behavior, consumer science, agribusiness marketing and strategy, food industry strategy; undergraduate and post-graduate students studying marketing, consumer behavior, strategy, agribusiness marketing and strategy; practitioners in the food industry, marketing managers and marketing and strategy consultants

Luciana Florencio de Almeida holds a PhD in Business Administration and Economics from the Faculty of Economics and Administration of the University of São Paulo (FEA-USP) and a Master's degree in Business Administration from Federal University of Lavras (UFLA). Her dissertation on strategy allowed her international experience through field research in Montreal, Canada, and a scholarship from CNPq. In 2006, she was a Visiting Professor at the Department of Agricultural Economics at Missouri University, USA, through a Capes’ fellowship. She was former CEO of the Brazilian Coffee Exporters Council (CECAFE). Her consulting career includes Strategic Management and Marketing projects through PENSA (FEA / FIA) and Stracta Consulting. She is professor at the Master in Consumer Behavior at ESPM (Escola Superior de Propaganda e Marketing). Her research focus is based on agribusiness, food, strategy, alliances, long term relationships and relationship marketing.
Eduardo Eugenio Spers earned his post-doctorate from Wageningen University (WUR), Netherlands, in 2011 and his doctorate in business administration from the University of São Paulo in 2003. He is currently a fellow in research productivity, CNPq, level 2, professor at the master in International Business at Escola Superior de Propaganda e Marketing (ESPM) and Associate Professor at University of São Paulo, campus ESALQ. He has published 86 articles in specialized journals and 243 in annals of events as well as 37 book chapters and three books. He has created 400 technical production items and participated in 17 international events. He was an adviser of 13 specialization projects, 34 master theses, 23 scientific initiation and 201 graduate conclusion projects. He has participated in 40 research projects. His subjects of interest include business administration with emphasis in marketing and strategic management.

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Ouvrage de 352 p.

15.2x22.9 cm

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Prix indicatif 220,63 €

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