Wine Positioning

Language: English

Published by Springer International Publishing Dez 2015, 2015

3319244795 / 9783319244792

Series: Book 97 of 339 - Management for Professionals

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Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, GermanyBuchWeltWeit Ludwig Meier e.K.

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This item is printed on demand - it takes 3-4 days longer - Neuware -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. 232 pp. Englisch.…

Seller Inventory # 9783319244792

Title
Wine Positioning
Author
Pierre Mora
Publisher
Springer International Publishing Dez 2015
Publication year
2015
Condition
Neu
Binding
Buch
Language
English
ISBN 10
3319244795
ISBN 13
9783319244792
Item weight
518 grams
Dimensions
241x160x19 mm
Series
Book 97 of 339: Management for Professionals

BuchWeltWeit Ludwig Meier e.K.

Bergisch Gladbach, Germany

5-star seller

AbeBooks seller since January 11, 2012

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