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

Hardcover | June 15, 2008

byEvelyne Resnick

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The subject of wine marketing is widely treated by practitioners and marketing experts 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. How can marketers and academics respond to this challenge in the wine industry? Every few months new technologies, new devices, and new practices require analysis, creative processes, and adaptation. E-marketing is a global strategy allowing the industry to reach niche markets. For the first time in history we are able to measure the consumption patterns of an entire market and adjust quickly to their behaviours. We are now leaving the Information Age and entering the Recommendation Age through opinion leaders and various trenders. 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 word, this book is an invaluable guide to anyone working in, or interested in the wine industry.

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The subject of wine marketing is widely treated by practitioners and marketing experts 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. How can marketers and academics respond to this challenge in the wine industry? Every f...

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 co-founded ReSMO, an international consulting firm on e-marketing and e-strategy for fine win...
Format:HardcoverDimensions:256 pages, 9.21 × 6.14 × 0.5 inPublished:June 15, 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

Portrait of a Man as a Traditional Consumer * Values and Trends of the New Consumers * Birth of the New Wine Consumer * Traditional Marketing vs. Web Marketing * Pouring Wines in New Ways : Marketing on Web 1.0 * Web 2.0 and New Millenium: Innovative Ways for New Trends * Web Communities and Netnography * Wine and Branding