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Wine positioning : a handbook with 30 case studies of wine brands and wine regions in the world /
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 o...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Cham :
Springer,
2016.
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| Colección: | Management for professionals.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- What Do You Say with Your Wine?; Contents; 1: Introduction: Issues, Objectives, and Method; 1.1 Finding Wineś Place in the Context of Globalization; 1.2 The Reality of Terroirs and Brands; 1.3 Global Market: Trends and Forces; 1.4 Meeting Consumer and Distributor Expectations; 1.5 The Central Question of Differentiation; 1.6 The Method; References; Bibliography on Differentiation and Globalization; Part I: How to Differentiate Wine? Trends, Questions, Debates, Tools, and Decisions; 2: Understanding Consumer Behavior; 2.1 At the Beginning All Seemed Easy, and Then.
- 2.2 How Much Is the Consumer Involved in the Purchasing Process?2.3 Are There Any Predictive Models?; 2.4 ``Easy to Drink ́́and ``Happy to Choose;́́ 2.5 The Contribution of Experiential Marketing to the Wine Industry; 2.6 Conclusion; Bibliography on Consumer Behavior in the Wine Industry; 3: Identity, Segmentation, and Positioning; 3.1 The Delicate Issue of a Wineś Identity; 3.2 Segmentation Through the Benefits Sought; 3.3 Segmentation Based on Behaviors; 3.4 Wine and the Family Lifestyle; 3.5 Standardization Versus Adaptation: The Troubling Effects of Globalization.
- 5.2 The Functions of a Wine Brand5.2.1 Young Love Brands; 5.2.2 The Wine Brand as a Dream Bracket; 5.2.3 Is a Wine Brand for Non-experts?; 5.2.4 Brand and Innovation; 5.2.5 Wine Brands: Luxury for Ordinary People?; 5.2.6 Acquiring or Using?; 5.2.7 Wine Brand and Differentiation; 5.2.8 Segmentation and Wine Brand; 5.3 The Promises of a Wine Brand; 5.3.1 Easy; 5.3.2 Typical; 5.3.3 Exclusive; 5.3.4 Insurance; 5.3.5 Pleasure; 5.3.6 Experience; 5.3.7 Tag on the Shelves; 5.4 Wine Brands as a Tool; 5.4.1 Less Than a Minute to Choose; 5.4.2 A Landmark in the Middle of an Ocean.
- 5.4.3 Profitability and Loyalty5.4.4 A Place for the Brand; 5.4.5 The Dreams of Distributors; 5.4.6 Portfolio of Brands; 5.4.7 Age and History of a Brand: Strength or Weakness?; 5.4.8 Private Label; 5.4.9 Brand and Positioning; 5.4.10 Traceability of Wine Brands; 5.4.11 Power of a Brand; 5.4.12 Tasty, Healthy, and Fair Products; Bibliography on Wine Brands; 6: When the E-Shopper Meets the Wine Industry; 6.1 When the E-Shopper Meets the Wine Industry; 6.2 Six Pieces of Advice for E-Businesses in the Wine Sector; 6.3 Anytime Anywhere Any Device; 6.4 Added Value, the Internet, and Wine Merchants.