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Located in: Jessup, Maryland, United States
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eBay item number:386109653565
Last updated on 07 Feb, 2024 08:08:26 GMTView all revisionsView all revisions

Item specifics

Condition
Like New: A book that has been read, but looks new. The book cover has no visible wear, and the dust ...
ISBN
9783319796345
Publication Year
2019
Format
Trade Paperback
Language
English
Book Title
Wine Positioning : a Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World
Author
Pierre Mora
Item Length
9.3in
Publisher
Springer International Publishing A&G
Genre
Technology & Engineering, Cooking, Business & Economics
Topic
Beverages / Alcoholic / Wine, Business Communication / General, Marketing / General, Agriculture / General, Advertising & Promotion
Item Width
6.1in
Item Weight
16 Oz
Number of Pages
Xii, 219 Pages

About this product

Product Information

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.

Product Identifiers

Publisher
Springer International Publishing A&G
ISBN-10
3319796348
ISBN-13
9783319796345
eBay Product ID (ePID)
24038595034

Product Key Features

Book Title
Wine Positioning : a Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World
Author
Pierre Mora
Format
Trade Paperback
Language
English
Topic
Beverages / Alcoholic / Wine, Business Communication / General, Marketing / General, Agriculture / General, Advertising & Promotion
Publication Year
2019
Genre
Technology & Engineering, Cooking, Business & Economics
Number of Pages
Xii, 219 Pages

Dimensions

Item Length
9.3in
Item Width
6.1in
Item Weight
16 Oz

Additional Product Features

Number of Volumes
1 Vol.
Lc Classification Number
Hf5410-5417.5
Table of Content
Introduction.- Part 1: How to differentiate Wine.- Part 2: Appelations and Wine Brands.- Part 3: Conclusion.
Copyright Date
2016
Series
Management for Professionals Ser.
Illustrated
Yes

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Expert Trading Limited
John Boyer
9220 Rumsey Rd
Ste 101
21045-1956 Columbia, MD
United States
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:liamEmoc.secirpkoobtaerg@sredroyabe
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