Organic Wine: A Marketer's Guide - Cointreau, Béatrice
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Organic Wine describes the major promotional, marketing, and business challenges facing "organics" through an exhaustive examination of the European and American markets. Author Béatrice Cointreau identifies a multitude of regulatory, commercial, and practical paradoxes bedeviling producers' ability to craft a complete and coherent consumer message, from labeling and advertising to public relations. Building on detailed case studies, she presents an analysis of global production and market trends and provides clear insights on how to position one's product within that paradoxical environment to the best effect.…mehr

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Produktbeschreibung
Organic Wine describes the major promotional, marketing, and business challenges facing "organics" through an exhaustive examination of the European and American markets. Author Béatrice Cointreau identifies a multitude of regulatory, commercial, and practical paradoxes bedeviling producers' ability to craft a complete and coherent consumer message, from labeling and advertising to public relations. Building on detailed case studies, she presents an analysis of global production and market trends and provides clear insights on how to position one's product within that paradoxical environment to the best effect.
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Autorenporträt
For more than 25 years, Béatrice Cointreau successfully ran marketing departments at several Cognac and Champagne houses, before launching her Malibu-based organic vineyard and winery. When she's not there, she calls Paris home.