| Description |
1 online resource (xix, 245 pages) : illustrations |
| Contents |
List of Tables -- List of Figures -- List of Images -- Acknowledgements -- Introduction -- 1. A Global Overview of Wine -- 2. Forms of Markets -- 3. Organizational Foundations -- 4. Relationships -- 5. Innovation and Experimentation -- 6. Sustainability -- 7. Brand Management Fundamentals -- 8. Supply Chain Design -- 9. Market Research -- 10. Contemporary Branding Tactics -- 11. Toward Communication 4.0 -- 12. Selling -- 13. Supply Chain Management -- 14. Performance Diagnosis -- 15. Conclusions and the Future of Wine Marketing and SCM |
| Summary |
Drawing on over 200 interviews and visits with winery owners, executives and managers from over 100 companies in five countries, industry experts across marketing and supply chain management examine successful marketing frameworks as they apply to growers, wineries, distributors and retailers |
|
"Contemporary wine marketing practice is changing rapidly due to the intensity of industry competition, the emergence of numerous media options, and the dynamics of market segments. As new wineries emerge onto the global stage, both they and the entrenched firms must remain well-informed and leverage the latest marketing and sales approaches in order to succeed. Contemporary Wine Marketing and Supply Chain Management intricately weaves academic knowledge, practical insights, and firsthand wisdom from wine executives around the world. Drawing on over 200 interviews and visits with winery owners, executives and managers in five countries, industry experts across marketing and supply chain management examine successful marketing frameworks as they apply to growers, wineries, distributors, and retailers. Combined with contemporary expertise in brand management, sales, research, social media, this book explores exciting and effective business practices and offers contemporary marketing ideas that will help wineries thrive."-- Provided by publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Wine industry -- Marketing
|
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Strategic planning.
|
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TECHNOLOGY & ENGINEERING -- Food Science.
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TECHNOLOGY & ENGINEERING -- Agriculture -- Enology & Viticulture.
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BUSINESS & ECONOMICS -- Industries -- Food Industry.
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Strategic planning
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Wine industry -- Marketing
|
| Form |
Electronic book
|
| Author |
Signori, Paola, author
|
|
Golicic, Susan L., author.
|
| LC no. |
2015021348 |
| ISBN |
9781137492432 |
|
1137492430 |
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