語系:
繁體中文
English
說明(常見問題)
圖資館首頁
登入
回首頁
到查詢結果
[ subject:"Wine industry" ]
切換:
標籤
|
MARC模式
|
ISBD
Wine brandssuccess strategies for ne...
~
Resnick, Evelyne.
Wine brandssuccess strategies for new markets, new consumers and new trends /
紀錄類型:
書目-電子資源 : Monograph/item
正題名/作者:
Wine brandsEvelyne Resnick.
其他題名:
success strategies for new markets, new consumers and new trends /
作者:
Resnick, Evelyne.
出版者:
Basingstoke [England] ;Palgrave Macmillan,2008.
面頁冊數:
1 online resource (xiii, 184 p.) :ill.
附註:
Description based on print version record.
標題:
Wine and wine making.
電子資源:
access to fulltext (Palgrave)
ISBN:
9780230583733 (electronic bk.)
Wine brandssuccess strategies for new markets, new consumers and new trends /
Resnick, Evelyne.
Wine brands
success 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 /
LDR
:03118cmm a2200289 a 4500
001
268809
003
OCoLC
005
20101102091317.0
006
m d
007
cr nn muauu
008
101122s2008 enka sb 001 0 eng d
020
$a
9780230583733 (electronic bk.)
020
$a
0230583733 (electronic bk.)
024
7
$a
10.1057/9780230583733
$2
doi
040
$a
UKPGM
$b
eng
$c
UKPGM
$d
YDXCP
$d
N
$d
EBLCP
$d
IDEBK
041
0
$a
eng
049
$a
APTA
050
4
$a
HD9370.5
$b
.R47 2008eb
082
0 4
$a
663/.20688
$2
22
100
1
$a
Resnick, Evelyne.
$3
475097
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
http://www.palgraveconnect.com/doifinder/10.1057/9780230583733
$z
access to fulltext (Palgrave)
筆 0 讀者評論
全部
電子館藏
館藏
1 筆 • 頁數 1 •
1
條碼號
館藏地
館藏流通類別
資料類型
索書號
使用類型
借閱狀態
預約狀態
備註欄
附件
000000044208
電子館藏
1圖書
電子書
EB HD9370.5 .R47 2008eb 2008
一般使用(Normal)
在架
0
1 筆 • 頁數 1 •
1
多媒體
多媒體檔案
http://www.palgraveconnect.com/doifinder/10.1057/9780230583733
評論
新增評論
分享你的心得
Export
取書館別
處理中
...
變更密碼
登入