دانلود کتاب ارتباطات بازاریابی گمراه کننده

This small book is written in the spirit of the Palgrave Pivot series which encourages the publication of original research at its natural length, “lon­ger than a journal article, but shorter than a monograph”.

Food labelling and its effect on consumer behaviour is a highly versatile topic which is being investigated by a substantial number of disciplines that span from law and politics, through food development, human nutri­tion and health, and sustainability studies, to marketing and branding, with contributions from both the social, the behavioural, and the natural sciences, and from the humanities. As a result, vital research questions and findings that evidently supplement each other tend to remain scattered across different theoretical paradigms, real-life concerns, and publication channels with few natural touchpoints.

Our intention with this work was to bridge some of these gaps by addressing a topic which connects to several, ultimately to all, of the per­spectives just mentioned by its very nature: the question whether and how the legal comprehension of potentially misleading food labelling could be transposed into empirically measurable terms, thereby offering new leads to the development of fair food marketing and labelling practices also beyond strictly legal demands. This goal is pursued in four experimental studies which complement each other on essential points. To keep the task empirically manageable, the point of reference throughout is EU law and selected grey-zone scenarios found on the Danish food market. However, the present format allows us to further contextualize these empirical spe­cifics to a range of issues of wider methodological, theoretical, and societal interest. Still, we cannot possibly cover all current perspectives on the topic in a concise work like the present. That includes, for instance, the detailed legal treatment of unfair commercial practices beyond EU and further implications for private–public collaboration in such fields as health pro­motion and support of local food production. However, we hope to have provided some new leads for continued work in these and other relevant directions in future research.