Trade magazine editors are often quizzed by foodservice manufacturers about their marketplace, with one of the most common questions being, “How can my company better approach your readers about the products we have to offer them?” The short and simple (but, alas, not always as easy-to-implement) answer I like to give is that they should learn as much as they can about the way target market segments operate, and then study in even greater depth key individual operators within those ...

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