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Data/hora: 09/06/2017 08:04:17 Provedor de dados: 21 País: Germany Título: Ausrichtung der Marketingstrategien deutscher Bio-Handelsund -Herstellerunternehmen auf die LOHAS-Zielgruppe Autores: Kuhl, Isabell Rebecca; Niessen, Jan. Data: 2009 Ano: 2009 Palavras-chave: Markets and trade. Resumo: LOHAS (Lifestyle of Health and Sustainability) is a spreading trend in industrialized countries. Organic food attracts LOHAS-consumers, if it offers additional values concerning authenticity, design and convenience. Previous studies deal with consumers behind the LOHAS-acronym. The present study focuses on food companies. It aims to identify potentially successful marketing strategies for organic food with regard to the new target group of LOHAS-consumers. The results of 16 guided interviews with marketing experts of the organic and conventional food industry provide an overview of currently practiced marketing strategies. Suitable marketing strategies are identified by a comparison of LOHAS-expectations from a literature review with the analyzed information of the interviews. Tipo: Conference paper, poster, etc. Idioma: deu Identificador: http://orgprints.org/14056/1/Kuhl_14056.pdf Kuhl, Isabell Rebecca and Niessen, Jan (2009) Ausrichtung der Marketingstrategien deutscher Bio-Handelsund -Herstellerunternehmen auf die LOHAS-Zielgruppe. Paper at: 10. Wissenschaftstagung Ökologischer Landbau, Zürich, 11.-13. Februar 2009. Relação: http://orgprints.org/14056/ Formato: application/pdf