The book, published by IPSOA and written by John Capano, tackles the topic Trade Marketing and Consume.
The consumption outside the home make up for the Food & Beverage market with the greatest growth trend of the last forty years, and with the greatest potential for growth in the near future. However, the industry was not always able to quickly grasp the changes that have occurred in the distribution channels that operate in this market in the last twenty years. In fact, it is primarily focused on Modern Retail, guiltily ignoring the possibility of creating value through other distribution channels.
The book in the first part, analyzes the structure and demand (consumption and consumers) and the supply of services related to the consumption away (ie the place of consumption). The second part analyzes the process of procurement of public services and the architecture of the different distribution channels (ie, sources of supply). In the third part we talk instead of trade marketing, or both back office activities (analysis, strategy, planning, and control), which field (trade marketing mix). The setting on the volume is simultaneously manuals and practice, without disdaining some interesting ideas essay, but without the use of an academic vocabulary, but rather management.