How food marketers make use of key variables — such as innovation, target market, market segmentation, image, and physical, environmental, and human resources — will determine how successfully they sell their products. Michman and Mazze concentrate on the food industry and examine what contributes to a successful marketing campaign. The authors discover that not all variables must be used concurrently; some may be more important than others depending on environmental conditions, and the effective use of one variable may cancel the ineffective use of another. By focusing on the key variables to use in a volatile economic environment, by emphasizing lessons learned from both marketing successes and failures, and by demonstrating how to adapt key variables to changing conditions, Michman and Mazze help executives ensure the success of their marketing efforts.