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Volume 104, Issue 6

1 July 2002

British Food Journal Cover Image for Volume 104, Issue 6

Editors

Robert Hamlin;

Robert Hamlin

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Stefano Bresciani;

Stefano Bresciani

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Louise Manning;

Louise Manning

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Michael Carolan;

Michael Carolan

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Alberto Ferraris

Alberto Ferraris

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Case Report| July 01 2002

Marketing food brands in Italy: a case study approach

Carlo Alberto Pratesi

Carlo Alberto Pratesi

Carlo Alberto Pratesi is Professor of Marketing at “Roma Tre” University, Rome, Italy.

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Author & Article Information

Publisher: Emerald Publishing

Online ISSN: 1758-4108

Print ISSN: 0007-070X

© MCB UP Limited

2002

British Food Journal (2002) 104 (6): 413–464.

https://doi.org/10.1108/00070700210795615

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.

© MCB UP Limited

2002

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