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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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Dealing with consumer uncertainty - Public Relations in the Food Sector (Paperback, Softcover reprint of hardcover 1st ed. 2002)
Loot Price: R2,873
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Dealing with consumer uncertainty - Public Relations in the Food Sector (Paperback, Softcover reprint of hardcover 1st ed. 2002)
Series: Gesunde Ernahrung Healthy Nutrition
Expected to ship within 10 - 15 working days
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My studies on the "uncertain consumer" began with a research
project c- ducted by the Dr. Rainer Wild-Stiftung - Foundation for
healthy nutrition - on the negative image of processed food. Ever
since then I have been asked whether or not growing consumer
uncertainty is linked to information po- cies of the food sector
and if so, how. Intensive three-year research showed that
industrial methods of food production are predestined to result in
wayward fears and worry over its healthiness. This is due to the
fact that during the process of industrialisation, we gradually
passed responsibility for the quality of food into the producers'
hands. This, in turn, has resulted in information gaps that we, as
the addressees of diverse, often overwhelming and contrad- tory
information supplied by varying sources, feel today. We exchanged
the daily search for food for the daily search for information long
ago. Con- quently, a practical concept for public relations stands
at the end of my - search into the uncertain consumer. It accounts
for uncertainty regarding processed food as a point of reference
for public relations targeted towards various groups. Public
relations oriented towards the future calls for the sharing of
expert information with all interested consumers. It is the goal of
businesses to actively build up trust among the consumers in order
to be prepared for new causes for uncertainty appearing
periodically. To this day the issue of consumer uncertainty has not
lost its topicality.
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