کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017043 940289 2015 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes
ترجمه فارسی عنوان
اعمال شیوه های صنعتی برای ترویج غذاهای سالم: اکتشاف نتایج بازاریابی مثبت
کلمات کلیدی
تبلیغات مواد غذایی، بازاریابی مواد غذایی، تغذیه سالم، بازاریابی مثبت
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

The marketing and advertising efforts of food manufacturers and restaurants are often criticized for promoting less healthy foods. Yet, their marketing practices may provide a road map for the success of growers, producers, and marketers of healthy foods. This article proposes a framework for understanding the differences in marketing communications for healthy vs. hedonic foods. Specifically, an examination of the promotional efforts of hedonic foods as compared to healthy foods reveals marketing practices that can be adapted for healthy alternatives. Adopting these successful industry practices may promote a healthy shift in the eating habits of consumers and allow businesses that produce healthy products to thrive.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 68, Issue 12, December 2015, Pages 2484–2493
نویسندگان
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