The word “artisanal” has had a significant impact on the marketing of consumer products and come to define a market segment.  For this reason, it is important to review <i>how</i> the use of this word fits within a marketing perspective.  This provides an opportunity to consider how positive and negative connotations of the word may affect consumer perceptions of artisanal products. This talk begins with a review of the marketing mix, the importance of product positioning, and how they relate to artisanal products.  Definitions of artisanal from multiple perspectives are given. This is followed by applied examples of the word “artisanal” and the possible implications of such use.  The talk will end with a discussion of how, from a marketing and positioning perspective, artisanal producers might take advantage of the interest in the market segment while ensuring the integrity of artisanal products.<br/>

Marketing artisanal products

253rd National Meeting (2017)

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