Wine Brands: Success Strategies for New Markets, New Consumers and New Trends
Author: Evelyne Resnick
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.
Table of Contents:
List of Illustrations
List of Tables
Introduction 1
Pt. I New and traditional consumers
1 Portrait of a man as a traditional consumer 7
2 Values and trends of the new consumers 36
3 Birth of the new wine consumer 51
Pt. II Reaching the new consumer
4 Traditional marketing versus web marketing 71
5 Pouring wines in new ways: marketing on the Web 1.0 95
6 Web 2.0 and the new millennium: innovative ways for new trends 128
7 Wine and branding 156
Notes 176
Bibliography 179
Index 183
New interesting book: Japanese Cooking or Cocinar con pollo
Barging In Burgundy
Author: Erasmus Kloman
In the summer of 1999, Erasmus Kloman and his family chartered a barge and piloted it along the lovely Burgundy and Nivernais canals in France. In "Barging in Burgundy" Mr. Kloman combines a narrative travelogue with practical how-to-do-it instructions. He tells readers what they need to know about taking a barge trip — including how to determine which barge company to procure, what supplies to bring on board, and how to maneuver the locks encountered on the trip. At the same time, he lyrically describes the romance of travel in Burgundy, its remarkable history, breathtaking architecture, its wines and hearty cuisines. Also included are a list of sites worth a visit, restaurants, emergency numbers, and recipes from the region. This is a wonderful resource guide for adventurous travelers contemplating a barge trip or readers who just want to vicariously experience the beauty and tranquility of a barge trip through the French countryside.
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