|
Books > Business & Economics > Business & management > Sales & marketing > Public relations
|
Buy Now
Wine Positioning - A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World (Paperback, Softcover reprint of the original 1st ed. 2016)
Loot Price: R1,856
Discovery Miles 18 560
|
|
|
Wine Positioning - A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World (Paperback, Softcover reprint of the original 1st ed. 2016)
Series: Management for Professionals
Expected to ship within 10 - 15 working days
|
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.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
You might also like..
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
