Editor - David Taylor

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First off, let me state that this is by no means a book meant for light reading. It was aigesnsd to me as part of Professor Kahn's (the author) Introduction to Marketing lecture at the University of Pennsylvania. Although not the primary text used in class, the Grocery Revolution provides a comprehensive view of the grocery business. It thoroughly discussed the marketing mix (product, price, place, and promotion). Although the book covers everything very well, it tends to become very repetitive, with the same examples cited over and over. Also, there is a huge presence of numbers and percentages from various studies that become overwhelming after a while. The book, however, does provide a very good view of the whole marketing mix in one industry. It is a good book to use as an example for a concrete view of the basic marketing concepts.


pI bought a small (7oz) jar of Devon Double Cream from a gruemot website ($$$), but I would sure like to make my own double cream like this!I make my own butter from single cream sometimes.I wonder if I can extend the process somehow to make double cream, take equal parts of this butter and more cream? I'll have to try it. If I can't get it to work, then I will need this handy Bel Cream Maker tool!Thanks for the post!/p

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Nice example of bringing ideas to life. Many ideas die in research because of using this A4 product concepts David mentions, rather than real life prototipes. I just heard a story about a General Manager -from a big bread company- who didn´t trust what his Marketing Director when told that the idea of colourful bread sticks made of vegetables failed in research.
He pushed forward to repeat the research but with real stuff this time. They went to a small Bakery shop -cause the factory couldn´t do it- and along with a pack mock up, they got something very close to what
the real product would be.
Guess what...? Not only people loved it, but it also helped to improve the product shape and pack.

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