E. Resnick

Wine Brands

Success Strategies for New Markets, New Consumers and New Trends

• Broschiertes Buch

Produktbeschreibung

This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many case studies from around the world, this book describes how marketers and academics can respond to new challenges in the wine trade and is an invaluable guide to anyone working in, or interested in, this industry.

---

Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• Verlag: Palgrave MacMillan UK / Palgrave Macmillan
• 2008 edition
• Seitenzahl: 184
• Erscheinungstermin: 18. Januar 2016
• Englisch
• Abmessung: 234mm x 156mm x 11mm
• Gewicht: 286g
• ISBN-13: 9781349363711
• ISBN-10: 1349363715
• Artikelnr.: 45756337

Autorenporträt

Evelyne Resnick has a Ph.D. from the Sorbonne in Paris and taught at UCLA (University of California, Los Angeles). She has authored several books and teaches MBA programs, specializing in Wine and Food, for international business schools. She lectures in international conferences on Web Marketing and wine brands. She co-founded RESMO, an international consulting firm on Web marketing and Web strategy for fine wines and food in Paris, France. They count among their clients several prestigious "chateaux" in Bordeaux, various houses of Champagne and Burgundy as well as some international wineries. www.resmo.net www.winebrandsblog.com

Inhaltsangabe

PART I- NEW AND TRADITIONAL CUSTOMERS   Portrait of a Man as a Traditional
Consumer Values and Trends of the New Consumers Birth of the New Wine
Consumer   PART 11- REACHING THE NEW CONSUMER   Traditional Marketing vs.
Web Marketing Pouring Wines in New Ways: Marketing on Web 1.0 Web 2.0 and
New Millennium: Innovative Ways for New Trends Web Communities and
Netnography Wine and Branding