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An Analytical Comparison of Wine Marketing Concepts: In New World and Old World Wineries - Softcover
Though the traditions of vine- and wine culture date back for several centuries, numerous new trends have appeared on the global wine market during the last decades. Since the 1980s, the privileged situation of Europe’s wine industry has seemed to be endangered by the fast expanding New World wineries. On the saturated market, differentiation is the only way to stand out from the crowd. This struggle for individualization and differentiation is what makes marketing for wineries as essential as never before. Both Old World and New World wineries have had to respond to the changing circumstances. However, due to their structural and historic differences, they need to compete in very different ways. This study examines these distinct strategies through the example of two characteristic wineries: one from the New World region, Australia, and the other from the historic Tokaj region of Hungary.
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About the Author:
Eszter Hosszu was born in Hungary, in a picturesque wine region north of Lake Balaton.She graduated in business economics in Ulm, Germany – where she currently lives. This is her first publication.
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- PublisherAV Akademikerverlag
- Publication date2012
- ISBN 10 3639455088
- ISBN 13 9783639455083
- BindingPaperback
- Number of pages100
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An Analytical Comparison of Wine Marketing Concepts: In New World and Old World Wineries
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Book Description Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Though the traditions of vine- and wine culture date back for several centuries, numerous new trends have appeared on the global wine market during the last decades. Since the 1980s, the privileged situation of Europe s wine industry has seemed to be endangered by the fast expanding New World wineries. On the saturated market, differentiation is the only way to stand out from the crowd. This struggle for individualization and differentiation is what makes marketing for wineries as essential as never before. Both Old World and New World wineries have had to respond to the changing circumstances. However, due to their structural and historic differences, they need to compete in very different ways. This study examines these distinct strategies through the example of two characteristic wineries: one from the New World region, Australia, and the other from the historic Tokaj region of Hungary. 100 pp. Englisch. Seller Inventory # 9783639455083
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An Analytical Comparison of Wine Marketing Concepts In New World and Old World Wineries
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An Analytical Comparison of Wine Marketing Concepts : In New World and Old World Wineries
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Book Description Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Though the traditions of vine- and wine culture date back for several centuries, numerous new trends have appeared on the global wine market during the last decades. Since the 1980s, the privileged situation of Europe s wine industry has seemed to be endangered by the fast expanding New World wineries. On the saturated market, differentiation is the only way to stand out from the crowd. This struggle for individualization and differentiation is what makes marketing for wineries as essential as never before. Both Old World and New World wineries have had to respond to the changing circumstances. However, due to their structural and historic differences, they need to compete in very different ways. This study examines these distinct strategies through the example of two characteristic wineries: one from the New World region, Australia, and the other from the historic Tokaj region of Hungary. Seller Inventory # 9783639455083
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