Successful Wine Marketing

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9780834219625: Successful Wine Marketing

This book reflects the work of wine marketing experts as expressed in their presentations to the annual three-week Wine Marketing Short Course at the University of California, Davis. The course was initially organized in collaboration with the international wine management curriculum sponsored by the International Organization for Vines and Wines (OIV). We have been involved in this course since its inception a decade ago. This book is intended for students in wine marketing and management, enology, and viticulture who seek to broaden their understanding of the wine sector. It is also intended for those already working in wine market- ing and management who seek new ideas and insights. Finally, this book should be of general interest to others involved directly or indirectly in the grape and wine sector. Each chapter was written from the oral presentations of the authors and reflects the spontaneity and informality of the classroom environment. The writing may lack the "gravitas" of academic material, but it accurately presents the thinking and conclusions of those who make a living by mar- keting wine. There is some duplication that serves to emphasize important points, and there are several case studies explaining real-life experiences in the industry. Legal requirements and commercial practices cited by authors may differ between regions and among institutions familiar to readers. However, the underlying principles guiding marketing strategies can be applied in different situations, for example, where supermarket wine sales may be restricted or direct sales prohibited.

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Contenuti:

Introduction. Consumer Behavior and Marketing Strategies. SETTING SIGHTS ON THE MARKET. Researching the Wine Consumer. Market Audits. Tracking Retail Sales. CONSIDERING THE MARKETPLACE. The Context for Marketing Strategies: A Look at the U.S. Wine Market. The Production/Marketing Interface. Wine Marketing and Its Legal Environment. The Role of a National Importer. Wine on the Internet. DEVELOPING STRATEGIES. Pouring Wine through New Funnels. Product Differentiation. Building a Premium Wine Brand. Pricing and Programming. Creating Pull Through Advertising. Category Management. Label and Bottle Design. Using a Bulk Wine Market as a Marketing Strategy. PROFITING THROUGH POSITIONING. Basics of Brand Positioning. Positioning Multiple Wine Brands. Integrating the Marketing Elements. Positioning: A Case Study. USING DISTRIBUTION. Elements of a Wine Distribution Agreement. Making Distribution Work. A Changing Distribution System. Distribution Strategies and Legal Barriers. Selling Wine in and to Supermarkets. Selling Wine in and to Large Specialty Stores: The Case of Beverages & more!. The New Brand in a Competitive Market

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Moulton, Kirby
Editore: Springer (2001)
ISBN 10: 083421962X ISBN 13: 9780834219625
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Descrizione libro Springer, 2001. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Successful Wine Marketing explains the principles, logistics and strategies of wine marketing and sales, helping any winery or distributor understand the market, find a niche and develop a successful plan. Full of descriptions, tips and real world examples from both wine and business experts, this book distills the lessons and practical knowledge that come out of the highly regarded University of California at Davis short course, given each summer in conjunction with the Office international de la Vigne et du Vin (OIV). From the basics of understanding the wine consumer, the marketplace and trends to developing strategies through category management, design and positioning to understanding the legal environment and distribution chain, Successful Wine Marketing is the first publication to provide sound, practical information on both wine and business. Completely up to date, with information on Internet marketing, small winery strategies and so much more, the book is a necessary and valuable resource for small and large wineries, wine consultants and distributors, enology departments and associations, trade associations and agents, short courses and professional development courses, graduate and undergraduate wine marketing courses and some wine retail outlets. Codice libro della libreria ABE_book_new_083421962X

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Descrizione libro Springer Mrz 2001, 2001. Buch. Condizione libro: Neu. 23.4x15.6x cm. This item is printed on demand - Print on Demand Neuware - Successful Wine Marketing explains the principles, logistics, and strategies of wine marketing and sales, helping any winery or distributor understand the market, find a niche, and develop a successful plan. Full of descriptions, tips, and real world examples from both wine and business experts, this book distills the lessons and practical knowledge that come out of the highly regarded University of California at Davis short course, given each summer in conjunction with the Office international de la vigne et du vin (OIV). From the basics of understanding the wine consumer, the marketplace, and trends; to developing strategies through category management, design, and positioning; to understanding the legal environment and distribution chain, 'Successful Wine Marketing' is the first publication to provide sound, practical information on both wine and business. Completely up to date, with information on Internet marketing, small winery strategies, and so much more, 'Successful Wine Marketing' is a necessary and valuable resource for small and large wineries, wine consultants and distributors, enology departments and associations, trade associations and agents, short courses and professional development courses, graduate and undergraduate wine marketing courses, and some wine retail outlets. 308 pp. Englisch. Codice libro della libreria 9780834219625

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