Wine Brands: Success Strategies for New Markets, New Consumers and New Trends by E. ResnickWine Brands: Success Strategies for New Markets, New Consumers and New Trends by E. Resnick

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

byE. Resnick

Hardcover | May 21, 2008

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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.
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, a...
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Title:Wine Brands: Success Strategies for New Markets, New Consumers and New TrendsFormat:HardcoverDimensions:184 pages, 9.25 × 6.1 × 0.78 inPublished:May 21, 2008Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230554032

ISBN - 13:9780230554030

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Table of Contents

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