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Wine Brands Success Strategies for New Markets, New Consumers and New Trends

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ISBN-10: 0230554032

ISBN-13: 9780230554030

Edition: 2008

Authors: Evelyne Resnick

List price: $54.99
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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…    
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Book details

List price: $54.99
Copyright year: 2008
Publisher: Palgrave Macmillan Limited
Publication date: 5/21/2008
Binding: Hardcover
Pages: 184
Size: 6.34" wide x 9.62" long x 0.78" tall
Weight: 1.012
Language: English

Evelyne Resnick has a Ph.D. from the Sorbonne in Paris and taught at UCLA (University of California, Los Angeles). She has authored several books and teaches MBA programs, specializing in Wine and Food, for international business schools. She co-founded ReSMO, an international consulting firm on e-marketing and e-strategy for fine wines and food in Paris, France. They count among their clients several prestigious "chateaux" in Bordeaux, various houses of Champagne and Burgundy as well as some international wineries. www.resmo.net

Portrait of a Man as a Traditional Consumer
Values and Trends of the New Consumers
Birth of the New Wine Consumer
Traditional Marketing vs. Web Marketing
Pouring Wines in New Ways
Marketing on Web 1.0
Web 2.0 and New Millenium
Innovative Ways for New Trends
Web Communities and Netnography
Wine and Branding Portrait of a Man as a Traditional Consumer
Values and Trends of the New Consumers
Birth of the New Wine Consumer
Traditional Marketing vs. Web Marketing
Pouring Wines in New Ways
Marketing on Web 1.0
Web 2.0 and New Millenium
Innovative Ways for New Trends
Web Communities and Netnography
Wine and Branding