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Wine Brands

Success Strategies for New Markets, New Consumers and New Trends

Gebonden Engels 2008 9780230554030
Verwachte levertijd ongeveer 8 werkdagen

Samenvatting

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 world, this book describes how marketers and academics can respond to new challenges in the wine trade and is an invaluable guide to anyone working in, or interested in, this industry.

Specificaties

ISBN13:9780230554030
Taal:Engels
Bindwijze:gebonden
Uitgever:Palgrave Macmillan UK

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Inhoudsopgave

PART I- NEW AND TRADITIONAL CUSTOMERS   Portrait of a Man as a Traditional Consumer Values and Trends of the New Consumers Birth of the New Wine Consumer   PART 11- REACHING THE NEW CONSUMER   Traditional Marketing vs. Web Marketing Pouring Wines in New Ways: Marketing on Web 1.0 Web 2.0 and New Millennium: Innovative Ways for New Trends Web Communities and Netnography Wine and Branding

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