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Author: Colin Michael Hall
Publisher: Routledge
Published: 2008
Total Pages: 378
ISBN-13: 0750654201
DOWNLOAD EBOOKThis is a practical guide to the specific issues that affect the marketing of wine at an international level. The author covers theory and the results of research but the focus is on the nuts and bolts of marketing based on case studies.
Author: Paul Wagner
Publisher:
Published: 2011
Total Pages: 0
ISBN-13: 9781934259252
DOWNLOAD EBOOKHow can a small winery possibly compete with the marketing ware chests of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. Many have succeeded at it. And by being educated so can the owner of even the newest and smallest startup. This completely revised and updated edition to the bestselling book puts the vast bank of wine marketing knowledge within reach of industry novices, and fresh, practical and powerful strategies into the hands of veteran brand managers and marketing professionals, with100 pages of new and expanded material in such topics as importing and exporting, logistical management, marketing your tasting room and wine region as a prime tourist destination, how to generate greater retail sales, and how to grab the benefits, while avoiding the dangers, of Wine 2.0, social networking and viral marketing. REVIEWS: "It's crucial to understand how to make a winery stand out from the crowd and yet fit into people's lifestyles in an enjoyable, meaningful way. This book does all of that and more. It is both credible and authoritative and very, very useful" - Robert Mondavi" Illustrated *
Author: Liz Thach
Publisher: Board and Bench Publishing
Published: 2009-09-01
Total Pages: 360
ISBN-13: 1934259063
DOWNLOAD EBOOKWritten by successful and respected industry professionals, How to Launch Your Wine Career gives practical, real-world advice on how to land, develop, and succeed in a career in wine making and production, vineyard management, marketing and sales, public relations, writing, education, winery management and administration, direct-to-consumer sales, and more. Featuring interviews with some of wine's most prominent figures—including winemaker Heidi Barrett and wine writer James Laube of Wine Spectator—the book builds a career from the ground up, explaining job descriptions, educational and skill requirements, the career ladder, how to get started, and job hunting strategies. Each chapter ends with a helpful resource guide of available conferences, books, and websites. The appendix provides a detailed action plan worksheet to help the prospective applicant plan, plot progress, and nail that killer wine industry job.
Author: Shaz Smilansky
Publisher: Kogan Page Publishers
Published: 2009-02-03
Total Pages: 272
ISBN-13: 0749456078
DOWNLOAD EBOOKConsumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast. Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life. This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students.
Author: Paul Wagner
Publisher: Rowman & Littlefield
Published: 2024-04-02
Total Pages: 315
ISBN-13: 1538185164
DOWNLOAD EBOOKThis expanded second edition includes new technologies and market changes post-COVID, this comprehensive book covers every element of consultative wine sales, from understanding the market and the customer to providing excellent customer service. It covers the principles, strategies, and practices employed by top-notch wine professionals.
Author: C Michael Hall
Publisher: Routledge
Published: 2013-10-08
Total Pages: 191
ISBN-13: 1135406707
DOWNLOAD EBOOKGet the advantage you need to compete in the worldwide food and wine tourism marketplace! Wine, Food, and Tourism Marketing is an overview of contemporary practices and trends in food and wine tourism marketing. International in scope, the book draws on studies from Canada, England, France, New Zealand, South Africa, and Scotland for analyses of contemporary practices and trends that help you develop, implement, and maintain strategic competitive advantages. The book looks at case studies of business operations, seasonality, destination image, and the development of business networks. Equally valuable as a professional resource for practitioners and as a textbook for upper-level and graduate students in tourism, hospitality, and wine and food studies, Wine, Food, and Tourism Marketing examines the importance of food and wine tourism to rural regional development. The book presents destination management planning and marketing initiatives for specific markets that can be easily adapted and applied to a wider range of wine tourism settings. Tourism marketing researchers and academics address vital issues such as the importance of collective marketing strategies, viticulture, design factors for online tourism information, and the use of food images in promotional material and positioning strategies. The book includes: a 2001 research study on French public sector management of wine tourism an examination of the cider industry in Somerset, England a look at the implications of non resident tourist markets on British Columbia’s emerging wine tourism industry an analysis of the types of food images used in French regional tourism brochures a national study of seasonality issues on wine tourism in New Zealand a look at post-apartheid tourism trends on South Africa’s Western Cape a survey of eight wineries on the Niagara Falls wine route with implications for marketing strategies a study of the use of local and regional food for destination marketing of South Africa a look at how food-related tourism in the United Kingdom is being promoted using the World Wide Web Wine, Food, and Tourism Marketing is an essential read for practitioners and educators involved in tourism and hospitality, marketing, food and wine studies, and rural regional development.
Author: Clifford P. Ohmart
Publisher: Board and Bench Publishing
Published: 2011-10-01
Total Pages: 246
ISBN-13: 1935879901
DOWNLOAD EBOOKAuthor and entomologist Clifford P. Ohmart brings reason and clarity to the politically loaded and amorphously defined popular world of sustainable viticulture with this unique and comprehensive examination of the subject. View from the Vineyard does much more than explain what "sustainable" means, its practical importance to the wine industry, and the costs of agribusiness as usual. It provides the farmer with a realistic and achievable path to a sustainable vineyard by describing the challenges of practicing sustainable winegrowing, where integrated pest management fits in, how organic and sustainable farming related, a holistic vision for the farm, how to identify and define your farm's resources, methods for developing sustainable goals, creating a plan to achieve your holistic vision, ecosystem management, and understanding the vineyard as habitat. The book concludes with a self-assessment guide in which growers can easily track their progress through these transitional periods.
Author: Marianna Sigala
Publisher: Springer
Published: 2018-09-02
Total Pages: 399
ISBN-13: 3319754629
DOWNLOAD EBOOKThis book links research in wine marketing/management and wine tourism, offering international and multidisciplinary perspectives. Addressing the evolving nature of the wine tourism industry and market, the book brings in new research streams and technology advances such as; social media, customer empowerment and engagement, co-creation, social / responsible marketing and wine consumption. Each section includes an introductory chapter written by the editors discussing the aims and the chapters of the section. Section chapters provide theoretical and research based insights with practical implications, while every section is also complemented with case studies that further enrich the practice and industry implications of theory. Researchers will find in this book a holistic analysis of research and cases relating to the management and marketing of wine tourism businesses and visitors.
Author: Tevfik Dalgic
Publisher: Psychology Press
Published: 2006
Total Pages: 288
ISBN-13: 9780789023308
DOWNLOAD EBOOKGet closer to tailor made marketing! Ever-changing customer needs and intense competition make it crucial for companies to find new, creative ways to attract and retain customers. The Handbook of Niche Marketing: Principles and Practice fills the information gap long seen in niche marketing research by presenting the essential and influential articles from recent years in one book. This unique educational resource reveals the theories, the strategies, and real-life case studies of niche marketing success and why it is on its way to becoming the next global marketing wave. The Handbook of Niche Marketing features respected authorities' insightful research and valuable discussions on a variety of marketing issues, such as niche marketing theory, niche vs. mass marketing, choosing niche strategy, brand loyalty, overlap, and product line cannibalizationwith practical guidelines for using niche marketing strategy in various markets. This well-referenced guide includes extensive tables, graphs, illustrations, and real-life case studies to clearly illustrate ideas and concepts. The Handbook of Niche Marketing explores niche marketing's: concepts and theories principles empirical research customer satisfaction issues strategies applications different types of niche markets The Handbook of Niche Marketing is a comprehensive text invaluable for marketing students, instructors, and anyone wanting to maximize their marketing abilities in niche markets.
Author: Stephen Charters
Publisher: Routledge
Published: 2006
Total Pages: 376
ISBN-13: 0750666358
DOWNLOAD EBOOK"Wine and Society: The social and cultural context of a drink examines the cultural forces which have shaped both how wine is made and the way in which it is consumed. It's divided into four parts and illustrated by case studies from around the world."--BOOK JACKET.
