The Wine Marketing Handbook
Author | : |
Publisher | : |
Total Pages | : 148 |
Release | : 1984 |
Genre | : Malt liquors |
ISBN | : |
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Author | : |
Publisher | : |
Total Pages | : 148 |
Release | : 1984 |
Genre | : Malt liquors |
ISBN | : |
Author | : Cynthia Diane Slayton |
Publisher | : |
Total Pages | : 180 |
Release | : 2000 |
Genre | : Wine industry |
ISBN | : |
Author | : Janeen Olsen |
Publisher | : Board and Bench Publishing |
Total Pages | : 424 |
Release | : 2016-02-01 |
Genre | : Cooking |
ISBN | : 1935879510 |
How can a small winery possibly compete with the marketing of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. This revised and updated edition to the bestselling book puts the vast bank of wine marketing knowledge within reach of industry novices, and fresh, practical, and powerful strategies into the hands of veteran brand managers and marketing professionals. With 100 pages of new and expanded material, this book addresses such topics as importing and exporting; logistical management; marketing your tasting room and wine region as a prime tourist destination; how to generate greater retail sales; and how to grab the benefits, while avoiding the dangers, of social networking and viral marketing.
Author | : |
Publisher | : |
Total Pages | : 148 |
Release | : 1992 |
Genre | : Wine and wine making |
ISBN | : |
Author | : James Lapsley |
Publisher | : Springer Science & Business Media |
Total Pages | : 303 |
Release | : 2013-11-09 |
Genre | : Technology & Engineering |
ISBN | : 0387299653 |
This book reflects the work of wine marketing experts as expressed in their presentations to the annual three-week Wine Marketing Short Course at the University of California, Davis. The course was initially organized in collaboration with the international wine management curriculum sponsored by the International Organization for Vines and Wines (OIV). We have been involved in this course since its inception a decade ago. This book is intended for students in wine marketing and management, enology, and viticulture who seek to broaden their understanding of the wine sector. It is also intended for those already working in wine market ing and management who seek new ideas and insights. Finally, this book should be of general interest to others involved directly or indirectly in the grape and wine sector. Each chapter was written from the oral presentations of the authors and reflects the spontaneity and informality of the classroom environment. The writing may lack the "gravitas" of academic material, but it accurately presents the thinking and conclusions of those who make a living by mar keting wine. There is some duplication that serves to emphasize important points, and there are several case studies explaining real-life experiences in the industry. Legal requirements and commercial practices cited by authors may differ between regions and among institutions familiar to readers. However, the underlying principles guiding marketing strategies can be applied in different situations, for example, where supermarket wine sales may be restricted or direct sales prohibited.
Author | : Colin Michael Hall |
Publisher | : Routledge |
Total Pages | : 378 |
Release | : 2008 |
Genre | : Business & Economics |
ISBN | : 0750654201 |
This is a practical guide to the specific issues that affect the marketing of wine at an international level. The author covers theory and the results of research but the focus is on the nuts and bolts of marketing based on case studies.
Author | : |
Publisher | : |
Total Pages | : 194 |
Release | : 1979 |
Genre | : Wine and wine making |
ISBN | : |
Author | : Pierre Mora |
Publisher | : Springer |
Total Pages | : 225 |
Release | : 2015-11-27 |
Genre | : Business & Economics |
ISBN | : 3319244817 |
This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their respective brand identity and apparent marketing policy. In the book’s final part, it summarizes recent developments in wine marketing, including the growing importance of wine brands as new territories in the global vineyard, and the role of appellations as the essence of cultural diversity.
Author | : |
Publisher | : |
Total Pages | : |
Release | : 1999 |
Genre | : Wine |
ISBN | : |
Author | : Liz Thach |
Publisher | : Board and Bench Publishing |
Total Pages | : 309 |
Release | : 2012-10-01 |
Genre | : Cooking |
ISBN | : 1935879138 |
How can a small winery possibly compete with the marketing of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. This revised and updated edition to the bestselling book puts the vast bank of wine marketing knowledge within reach of industry novices, and fresh, practical, and powerful strategies into the hands of veteran brand managers and marketing professionals. With 100 pages of new and expanded material, this book addresses such topics as importing and exporting; logistical management; marketing your tasting room and wine region as a prime tourist destination; how to generate greater retail sales; and how to grab the benefits, while avoiding the dangers, of social networking and viral marketing.