Wine Brands

Success Strategies for New Markets, New Consumers and New Trends
2008. Auflage 2016
ISBN: 978-1-349-36371-1
Verlag: Palgrave MacMillan UK

Buch, Englisch, 184 Seiten, Previously published in hardcover, Format (B × H): 156 mm x 234 mm, Gewicht: 286 g

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 world, this book describes how marketers and academics can respond to new challenges in the wine trade and is an invaluable guide to anyone working in, or interested in, this industry.

Zielgruppe

Research

Autoren/Hrsg.

Resnick, E.

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

PART I- NEW AND TRADITIONAL CUSTOMERS   Portrait of a Man as a Traditional Consumer Values and Trends of the New Consumers Birth of the New Wine Consumer   PART 11- REACHING THE NEW CONSUMER   Traditional Marketing vs. Web Marketing Pouring Wines in New Ways: Marketing on Web 1.0 Web 2.0 and New Millennium: Innovative Ways for New Trends Web Communities and Netnography Wine and Branding

Über Autor(innen)

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 lectures in international conferences on Web Marketing and wine brands.

She co-founded RESMO, an international consulting firm on Web marketing and Web 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
www.winebrandsblog.com