Wine Positioning - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Wine Positioning write by Pierre Mora. This book was released on 2015-11-27. Wine Positioning available in PDF, EPUB and Kindle. This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their respective brand identity and apparent marketing policy. In the book’s final part, it summarizes recent developments in wine marketing, including the growing importance of wine brands as new territories in the global vineyard, and the role of appellations as the essence of cultural diversity.
Successful Wine Marketing
Successful Wine Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Successful Wine Marketing write by James Lapsley. This book was released on 2013-11-09. Successful Wine Marketing available in PDF, EPUB and Kindle. 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.
Positioning Wine in an Issues-conscious Environment
Positioning Wine in an Issues-conscious Environment - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Positioning Wine in an Issues-conscious Environment write by . This book was released on 1992. Positioning Wine in an Issues-conscious Environment available in PDF, EPUB and Kindle.
Origin and Branding in International Market Entry Processes
Origin and Branding in International Market Entry Processes - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Origin and Branding in International Market Entry Processes write by Silva, Carlos Francisco e. This book was released on 2023-09-07. Origin and Branding in International Market Entry Processes available in PDF, EPUB and Kindle. In today's globalized economy, selecting the right entry strategy is critical for companies looking to expand into foreign markets. This decision has a significant impact on a company's performance and its ability to collaborate with global supply chains. Moreover, with consumers becoming increasingly aware of the origins of products and brands, it is essential for companies to use the origin as a means to add value to their offerings. Edited by Dr. Carlos Silva, this book brings together global professionals and researchers who provide the latest empirical research findings and relevant theoretical frameworks on the subject, spanning multiple industries. Origin and Branding in International Market Entry Processes is targeted towards professionals and researchers working in the field of international management and business, providing insights and support for executives concerned with market entry, internationalization strategies, destination and origin branding, and brand expansion. The book covers a range of topics, including brand origin, country of brand origin, branding, market entry process, internationalization strategies, place branding, and digital places, among others. This book is an excellent resource for academics and professionals looking to understand the strategic role of brands and their origin in international market entry, helping readers make informed decisions on market entry strategies and branding that will ultimately improve their performance and success in global markets.
Postmodern Winemaking
Postmodern Winemaking - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Postmodern Winemaking write by Clark Smith. This book was released on 2013-11-02. Postmodern Winemaking available in PDF, EPUB and Kindle. In Postmodern Winemaking, Clark Smith shares the extensive knowledge he has accumulated in engaging, humorous, and erudite essays that convey a new vision of the winemaker's craft--one that credits the crucial roles played by both science and art in the winemaking process. Smith, a leading innovator in red wine production techniques, explains how traditional enological education has led many winemakers astray--enabling them to create competent, consistent wines while putting exceptional wines of structure and mystery beyond their grasp. Great wines, he claims, demand a personal and creative engagement with many elements of the process. His lively exploration of the facets of postmodern winemaking, together with profiles of some of its practitioners, is both entertaining and enlightening.
