Magazine article Marketing

Facing Up to a Change of Taste

Magazine article Marketing

Facing Up to a Change of Taste

Article excerpt

Facing up to a change of taste

The decision last week by France to ban imports of British beef marked perhaps the high-water mark of the mad cow disease scare. France was not the first to impose a ban or very tight restrictions -- it joins a club of which Australia, the Soviet Union and West Germany are already members--but it was certainly the most significant. The country takes over half of the UK's exports of beef and live cattle, worth 183m [pounds] a year.

But as the global market for British beef shrinks, the domestic consumer is proving slightly more resilient. Despite the desire of some newspapers to turn the issue of the disease into a circulation-building "campaign", at least some stores are already seeing a recovery in beef sales.

Marketers frequently claim that the customer, collectively speaking, is the source of all commercial wisdom, while secretly knowing that they lead consumers just as often as they are led by them. …

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