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

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9780230554030: Wine Brands: Success Strategies for New Markets, New Consumers and New Trends

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: peers trust 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) and losing ground in Old Europe, the birth place of the industry. Many experts point at various reasons but the main cultprits can be downsized to one major reason: in the Old World, wine is still perceived as a local product while in the New World it already gained an international status and image. E-marketing is a global strategy based on a transcultural approach 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 to better 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 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.

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Recensione:


"'Wine Brands is an intriguing look at how the Internet has irrevocably changed the way wine is found, purchased and enjoyed. The future of wine will depend heavily upon the mastery of its international online marketing and presence." Maria Sipka, CEO and Executive Co-Founder of Linqia
 

'In ways few have yet to grasp, Evelyne Resnick understands how to break through in a noisy world of ephemeral consumer attention spans and countless competing alternatives. This book is full of thought-provoking ideas and strategies for tapping the real power of the Internet and our new on-line society." Dave Nelsen, Founder and CEO of www.TalkShoe.com and Co-host of the CellarDwellers Winemaking podcast
 

"As a professional wine writer I appreciate very well the importance of careful research. Evelyne Resnick consistently demonstrates an in-depth understanding of Internet wine market trends in traditional as well as emerging markets, which is rare in my experience." Allen Meadows, author of www.burghound.com
 

'Evelyne Resnick combines her broad-based experience living fully immersed in both French and American society to develop a unique perspective when viewing our wine culture. This is a book that will provide food for thought for anyone looking to develop a brand.' Jeff Morgan, winemaker (SoloRosa, Covenant) and author of Rosé, A Guide to the World's Most Versatile Wine
 

"Wine not only affords us wonderful vintages, but also wonderful encounters. Evelyne has now invited us to share her passionate involvement in the world of wine, a place she has known for years and in which she has developed many rich personal ties."
Caroline Lestimé, Domaine Jean-Noël Gagnard, Chassagne-Montrachet
 

'In a time where marketing books are dime a dozen, Evelyne comes up with a serious resource for the wine industry professional that is complete with relevant research, a comprehensive set of updated tools, and sound advice that all boils down to a must read for all those of us in the business.' Alejandro Audisio, Proprietor, Terroir Fine Wines and Spirits Merchants, Buenos Aires
 
"Whether you consider her a marketing expert with a passion for wine, or a wine expert with a vast knowledge of marketing, Evelyne Resnick is always worth listening to." Mark Tungate, journalist and author, Adland: A History of Advertising

 
'I found marketing expert Evelyne Resnick's new book totally absorbing... packed with interesting information and new ways of thinking not just about wine marketing, but about how wine information is communicated and how it fits in today's culture and society. Wine Brands really is a valuable new resource.' - Tom Cannavan's wine-pages.com



Descrizione del libro:

This practical new book is written in an accessible style. Illustrated with many case studies this book is an invaluable guide to anyone working in, or interested in the wine industry.

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Evelyne Resnick
Editore: Palgrave Macmillan (2008)
ISBN 10: 0230554032 ISBN 13: 9780230554030
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Descrizione libro Palgrave Macmillan, 2008. Hardcover. Condizione libro: New. Codice libro della libreria SONG0230554032

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Evelyne Resnick
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Descrizione libro Palgrave MacMillan, United Kingdom, 2008. Hardback. Condizione libro: New. 236 x 162 mm. Language: English . Brand New Book. 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. Codice libro della libreria AAZ9780230554030

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Evelyne Resnick
Editore: Palgrave MacMillan, United Kingdom (2008)
ISBN 10: 0230554032 ISBN 13: 9780230554030
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Descrizione libro Palgrave MacMillan, United Kingdom, 2008. Hardback. Condizione libro: New. 236 x 162 mm. Language: English . Brand New Book. 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. Codice libro della libreria AAZ9780230554030

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Descrizione libro Palgrave Macmillan 2008-05-21, Basingstoke, 2008. hardback. Condizione libro: New. Codice libro della libreria 9780230554030

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Descrizione libro Palgrave Macmillan. Hardback. Condizione libro: new. BRAND NEW, Wine Brands: Success Strategies for New Markets, New Consumers and New Trends, Evelyne Resnick, 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: peers trust 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) and losing ground in Old Europe, the birth place of the industry. Many experts point at various reasons but the main cultprits can be downsized to one major reason: in the Old World, wine is still perceived as a local product while in the New World it already gained an international status and image. E-marketing is a global strategy based on a transcultural approach 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 to better 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 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. Codice libro della libreria B9780230554030

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Descrizione libro Hardcover. Condizione libro: New. This item is printed on demand. Item doesn't include CD/DVD. Codice libro della libreria 1132611

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Resnick, Evelyne
Editore: Palgrave Macmillan (2008)
ISBN 10: 0230554032 ISBN 13: 9780230554030
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Descrizione libro Palgrave Macmillan, 2008. Condizione libro: New. 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. Num Pages: 208 pages, 23 black & white tables, 55 figures. BIC Classification: KJS; KNDF. Category: (P) Professional & Vocational. Dimension: 240 x 163 x 19. Weight in Grams: 464. . 2008. First Edition. Hardcover. . . . . . Codice libro della libreria V9780230554030

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