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Wine positioning[electronic resource] :a handbook with 30 case studies of wine brands and wine regions in the world /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	663.2
書名/作者:	Wine positioning : a handbook with 30 case studies of wine brands and wine regions in the world // by Pierre Mora.
作者:	Mora, Pierre.
出版者:	Cham : : Springer International Publishing :, 2016.
面頁冊數:	xii, 219 p. : : ill., digital ;; 24 cm.
Contained By:	Springer eBooks
標題:	Business and Management.
標題:	Marketing.
標題:	Agriculture.
標題:	Corporate Communication/Public Relations.
標題:	Emerging Markets/Globalization.
標題:	Wine tourism
標題:	Advertising - Wine.
標題:	Wine industry - Case studies. - Management
ISBN:	9783319244815
ISBN:	9783319244792
內容註:	Introduction -- Part 1: How to differentiate Wine -- Part 2: Appelations and Wine Brands -- Part 3: Conclusion.
摘要、提要註:	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.
電子資源:	http://dx.doi.org/10.1007/978-3-319-24481-5

Wine positioning[electronic resource] :a handbook with 30 case studies of wine brands and wine regions in the world /
Mora, Pierre.

Wine positioninga handbook with 30 case studies of wine brands and wine regions in the world /[electronic resource] :by Pierre Mora. - Cham :Springer International Publishing :2016. - xii, 219 p. :ill., digital ;24 cm. - Management for professionals,2192-8096. - Management for professionals..

Introduction -- Part 1: How to differentiate Wine -- Part 2: Appelations and Wine Brands -- Part 3: Conclusion.

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.

ISBN: 9783319244815

Standard No.: 10.1007/978-3-319-24481-5doiSubjects--Topical Terms:

522634
Business and Management.

LC Class. No.: TP548.5.T68 / M673 2016

Dewey Class. No.: 663.2

Wine positioning[electronic resource] :a handbook with 30 case studies of wine brands and wine regions in the world /
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