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Wine Positioning

  • Kartonierter Einband
  • 232 Seiten
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This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Feat... Weiterlesen
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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.

Introduces a toolbox featuring the 10 easiest to apply and most efficient ways to differentiate and position a wine

Presents 30 case studies on brands and regions from the real wine world

Provides an up-to-date global wine market overview from 15 countries in the world

Pierre Mora is a permanent professor in the Marketing Department of KEDGE Business School in Bordeaux. He is in charge of courses in the Master Vins et Spiriteux and Wine MBA program. He designed a Wine Business Simulation (The French Paradox Business Game) and developed his thesis on the French wine industry governance. He is the author of several books on Wine Marketing.

Introduction.- Part 1: How to differentiate Wine.- Part 2: Appelations and Wine Brands.- Part 3: Conclusion.


Titel: Wine Positioning
Untertitel: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World
EAN: 9783319796345
ISBN: 3319796348
Format: Kartonierter Einband
Herausgeber: Springer International Publishing
Anzahl Seiten: 232
Gewicht: 359g
Größe: H235mm x B155mm x T12mm
Jahr: 2019
Untertitel: Englisch
Auflage: Softcover reprint of the original 1st ed. 2016

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