Wine positioning : a handbook with 30 case studies of wine brands and wine regions in the world /: a handbook with 30 case studies of wine brands and wine regions in the world. (2016)

• Record Type: Book
• Further Information: Note: Pierra Mora.
• Authors: Mora, Pierre, 1955-
• Contents: 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.
• Publisher Details: Cham : Springer
• Publication Date: 2016
• Extent: 1 online resource
• Subjects: 641.22; Business; Wine tourism -- Case studies; Advertising -- Wine; Wine industry -- Management -- Case studies; COOKING -- General; Advertising -- Wine; Wine tourism; Business and Management; Marketing; Agriculture; Corporate Communication/Public Relations; Emerging Markets/Globalization; Technology & Engineering -- Agriculture -- General; Business & Economics -- Public Relations; Business & Economics -- General; Agricultural science; Public relations; Market research; Management science; Marketing; Agriculture; Public relations; Globalization; Business & Economics -- Marketing -- General; Sales & marketing; Electronic books; Case studies
• Languages: English
• ISBNs: 9783319244815; 3319244817; 3319244795; 9783319244792
• Related ISBNs: 9783319244792
• Notes: Note: Includes bibliographical references and index.; Note: Online resource; title from PDF title page (EBSCO, viewed December 10, 2015).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.