Wine Brands: Success Strategies for New Markets, New Consumers and New Trends | 
 enlarge | Author: Evelyne Resnick
Publisher: Palgrave Macmillan
Category: Book
List Price: $45.00
Buy New: $32.40
You Save: $12.60 (28%)
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Avg. Customer Rating:  2 reviews
Sales Rank: 63593
Media: Hardcover
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 1.1
Dimensions (in): 9.3 x 6.4 x 0.8
ISBN: 0230554032
Dewey Decimal Number: 663.20688
EAN: 9780230554030
ASIN: 0230554032
Publication Date: July 22, 2008 (New: Last 30 Days)
Shipping: Eligible for Super Saver Shipping
Availability: Usually ships in 24 hours
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Product Description
The subject of wine marketing is widely treated by practitioners and marketing experts in many countries. But we are now entering a new era for marketers: peers trust peers. Top-down messaging is losing ground, while bottom-up buzz is gaining power. How can marketers and academics respond to this challenge in the wine industry? Every few months new technologies, new devices, and new practices require analysis, creative processes, and adaptation. E-marketing is a global strategy allowing the industry to reach niche markets. For the first time in history we are able to measure the consumption patterns of an entire market and adjust quickly to their behaviours. We are now leaving the Information Age and entering the Recommendation Age through opinion leaders and various trenders. This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many case studies from around the word, this book is an invaluable guide to anyone working in, or interested in the wine industry.
Book Description
The subject of wine marketing is widely treated by practitioners and marketing experts in many countries.We are now leaving the Information Age and entering the Recommendation Age through opinion leaders and various trenders.
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| Customer Reviews:
A revolutionary look at wine marketing July 30, 2008
2 out of 2 found this review helpful
As a consumer goods' marketing and brand professional (regularly enjoying a glass of wine), I absolutely sped-read through this book. It explains succinctly the evolution of wine marketing, highlights how new marketing tools and communication media can be used to get into the "purchase consideration" of the ever elusive consumer. Additionally, the many real life case studies and examples from all over the world make for very enjoyable reading. Highly recommended for all marketing professionals as well as all wine lovers. Excellent & comprehensive!!!
A rich blend of insights and ideas about modern wine brands July 28, 2008
2 out of 2 found this review helpful
There may be as many opinions about how to best market wine as there are about how good wines should tastes, which makes filtering out the noise difficult. Wine Brands takes on this complex task in an admirable way. The book begins with an overview of the history of wine consumption around the world, and follows the evolution of the many varied traditions into the modern revolution in wine production and consumption. The author has a unique perspective that combines the sensitivities of a French native involved with wine together with a sound grasp of Anglo-American marketing. This makes for a rich blend of insights into exactly how current changes in both who today's wine drinkers are and how they enjoy wine must be matched with new ways of communicating and building relationships with them. The book offers many well documented examples on the wide range of efforts underway to reach these new consumers - from the most traditional forms of print media through the growing variety of Web 2.0 offerings. The text, illustrations and case studies are clearly presented so that both the amateur and wine professional will find something new and useful. The industry jargon is kept to a minimum and the conversational tone used makes it easy and enjoyable reading. Those connected to the wine industry will find this book a valuable tool for organizing their thoughts and developing business strategies. And the amateur will learn much as well - and pick up several interesting anecdotes sure to impress friends at the next tasting!
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