Wine Positioning

A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World

Nonfiction, Science & Nature, Technology, Agriculture & Animal Husbandry, Business & Finance, Marketing & Sales
Cover of the book Wine Positioning by Pierre Mora, Springer International Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Pierre Mora ISBN: 9783319244815
Publisher: Springer International Publishing Publication: November 27, 2015
Imprint: Springer Language: English
Author: Pierre Mora
ISBN: 9783319244815
Publisher: Springer International Publishing
Publication: November 27, 2015
Imprint: Springer
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Springer International Publishing

Cover of the book ECML PKDD 2018 Workshops by Pierre Mora
Cover of the book The Iran Nuclear Deal by Pierre Mora
Cover of the book Online Brand Communities by Pierre Mora
Cover of the book A Theory of Philosophical Fallacies by Pierre Mora
Cover of the book International Perspectives on Older Adult Education by Pierre Mora
Cover of the book Open Conformal Systems and Perturbations of Transfer Operators by Pierre Mora
Cover of the book Neuroanatomy and Pathology of Sporadic Alzheimer's Disease by Pierre Mora
Cover of the book Migration in the Age of Genocide by Pierre Mora
Cover of the book Vocational Education and Training in Times of Economic Crisis by Pierre Mora
Cover of the book Software Quality. Software and Systems Quality in Distributed and Mobile Environments by Pierre Mora
Cover of the book Anesthesia Student Survival Guide by Pierre Mora
Cover of the book 3D Microelectronic Packaging by Pierre Mora
Cover of the book Recent Advances in Information Systems and Technologies by Pierre Mora
Cover of the book Stability of the Turnpike Phenomenon in Discrete-Time Optimal Control Problems by Pierre Mora
Cover of the book Theory and Models for Cyber Situation Awareness by Pierre Mora
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy