Wine Positioning: A Handbook with 30 Case Studies of Wine - download pdf or read online

By Pierre Mora

ISBN-10: 3319244795

ISBN-13: 9783319244792

This e-book introduces readers to the idea that and implementation of positioning innovations within the context of the wine undefined. that includes 30 case reports on manufacturers and wine areas all over the world - all according to an analogous ideas - it provides a profitable, state-of-the-art process for the promoting of wine. instead of concentrating on a small team of elitist appellations, the Grand Crus universe and a handful of celebrity manufacturers, the booklet addresses the genuine, day by day wine international. In gentle of globalization, it introduces state of the art wine positioning ideas, with an emphasis at the id, segmentation and positioning of wine appellations and wine manufacturers. In its research of wine appellation types, the publication examines neighborhood parameters like geology, historical past and wine growing to be innovations; compares evidence, figures and actors; analyzes the indications which are being despatched to the industry and provides a number key elements for achievement. equally, the wine manufacturers types are analyzed at the foundation in their respective model identification and obvious advertising coverage. within the book’s ultimate half, it summarizes contemporary advancements in wine advertising, together with the becoming significance of wine manufacturers as new territories within the international winery, and the position of appellations because the essence of cultural diversity.

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Wine Positioning: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World (Management for Professionals) by Pierre Mora

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