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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.
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.
Published in association with the Bordeaux College of Business,
this ground breaking book applies business pedagogy's powerful
learning tool to the unique challenges of wine business management.
This book contains thirteen cases drawn from the examples of real
business success and calamity by an international group of
respected wine business scholars.
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