Wine brands : success strategies for new markets, new consumers and new trends / Evelyne Resnick

• 作者： Resnick, Evelyne
• 出版： Basingstoke [England] ;New York : Palgrave Macmillan 2008
• 主題： Wine industry--Marketing , Wine and wine making.
• ISBN： 9780230583733 (electronic bk.) 、 0230583733 (electronic bk.)
• URL： access to fulltext (Palgrave)
  
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• 一般註：Description based on print version record
• 書目註：The subject of wine marketing is widely treated by practitioners, wine marketing experts, as well as many organizations in many countries. But we are now entering a new era for marketers: peerstrust peers. Top-down messaging is losing ground, while bottom-up buzz is gaining power. Every few months new technologies, new devices and new practices require analysis, creative processes and adaptation to the wine business. Wine business is booming in many parts of the world (the New World) andlosing ground in Old Europe, the birth place of the industry. Many experts point at various reasonsbut the main cultprits can be downsized toone major reason: in the Old World, wine is still perceived as a localproduct while in the New World it already gained an international status and image. E-marketing is a global strategy based on a transculturalapproach of new behavioral patterns in traditional and emerging markets. For the first time we are able to measure the consumption patterns of an entire market and adjust quickly to their behaviors. This finer knowledge of new trends allows us tobetter understand wine brands in a very competitive and saturated market. This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many casestudies from around the world, this book describes how marketers and academics can respond to new challenges in the wine trade and is an invaluable guide to anyone working in, or interested in, this industry Includes bibliographical references (p. 179-181) and index
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• 系統號： 005170612 | 機讀編目格式