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Wine brandssuccess strategies for new markets, new consumers and new trends /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Wine brandsEvelyne Resnick.
Reminder of title:	success strategies for new markets, new consumers and new trends /
Author:	Resnick, Evelyne.
Published:	Basingstoke [England] ;Palgrave Macmillan,2008.
Description:	1 online resource (xiii, 184 p.) :ill.
Notes:	Description based on print version record.
Subject:	Wine and wine making.
Online resource:	access to fulltext (Palgrave)
ISBN:	9780230583733 (electronic bk.)

Wine brandssuccess strategies for new markets, new consumers and new trends /
Resnick, Evelyne.

Wine brandssuccess strategies for new markets, new consumers and new trends /[electronic resource] :Evelyne Resnick. - Basingstoke [England] ;Palgrave Macmillan,2008. - 1 online resource (xiii, 184 p.) :ill.

Description based on print version record.

Includes bibliographical references (p. 179-181) and index.

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 II- Reaching the new consumer -- Traditional marketing vs. Web marketing -- Pouring wines in new ways: marketingon Web 1.0 -- Web 2.0 and new millennium: innovative ways for new trends -- Web communities and netnography -- Wine and branding.

The subject of wine marketing is widely treated by practitioners, wine marketing experts, as well as many organizations in many countries. But we are now entering a new era for marketers: peerstrust peers. Top-down messaging is losing ground, while bottom-up buzz is gaining power. Every few months new technologies, new devices and new practices require analysis, creative processes and adaptation to the wine business. Wine business is booming in many parts of the world (the New World) andlosing ground in Old Europe, the birth place of the industry. Many experts point at various reasonsbut the main cultprits can be downsized toone major reason: in the Old World, wine is still perceived as a localproduct while in the New World it already gained an international status and image. E-marketing is a global strategy based on a transculturalapproach of new behavioral patterns in traditional and emerging markets. For the first time we are able to measure the consumption patterns of an entire market and adjust quickly to their behaviors. This finer knowledge of new trends allows us tobetter understand wine brands in a very competitive and saturated market. This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many casestudies 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.

ISBN: 9780230583733 (electronic bk.)

Standard No.: 10.1057/9780230583733doiSubjects--Topical Terms:

213033
Wine and wine making.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HD9370.5 / .R47 2008eb

Dewey Class. No.: 663/.20688

Wine brandssuccess strategies for new markets, new consumers and new trends /
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245 1 0 $a Wine brands $h [electronic resource] : $b success strategies for new markets, new consumers and new trends / $c Evelyne Resnick.
260 $a Basingstoke [England] ; $a New York : $b Palgrave Macmillan, $c 2008.
300 $a 1 online resource (xiii, 184 p.) : $b ill.
500 $a Description based on print version record.
504 $a Includes bibliographical references (p. 179-181) and index.
505 0 $a 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 II- Reaching the new consumer -- Traditional marketing vs. Web marketing -- Pouring wines in new ways: marketingon Web 1.0 -- Web 2.0 and new millennium: innovative ways for new trends -- Web communities and netnography -- Wine and branding.
520 $a The subject of wine marketing is widely treated by practitioners, wine marketing experts, as well as many organizations in many countries. But we are now entering a new era for marketers: peerstrust peers. Top-down messaging is losing ground, while bottom-up buzz is gaining power. Every few months new technologies, new devices and new practices require analysis, creative processes and adaptation to the wine business. Wine business is booming in many parts of the world (the New World) andlosing ground in Old Europe, the birth place of the industry. Many experts point at various reasonsbut the main cultprits can be downsized toone major reason: in the Old World, wine is still perceived as a localproduct while in the New World it already gained an international status and image. E-marketing is a global strategy based on a transculturalapproach of new behavioral patterns in traditional and emerging markets. For the first time we are able to measure the consumption patterns of an entire market and adjust quickly to their behaviors. This finer knowledge of new trends allows us tobetter understand wine brands in a very competitive and saturated market. This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many casestudies 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.
650 0 $a Wine and wine making. $3 213033
650 0 $a Wine industry $x Marketing. $3 475098
655 7 $a Electronic books. $2 local. $3 214472
776 0 8 $i Print version: $a Resnick, Evelyne. $t Wine brands. $d Basingstoke [England] ; New York : Palgrave Macmillan, 2008 $z 9780230554030 $w (DLC) 2008021203 $w (OCoLC)228300832
856 4 0 $3 Palgrave Connect $u https://link.springer.com/book/10.1057/9780230583733 $z access to fulltext (Palgrave)