| Document Type
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BL
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| Record Number
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998786
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| Doc. No
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b753156
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| Main Entry
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Resnick, Evelyne.
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| Title & Author
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Wine brands : : success strategies for new markets, new consumers and new trends /\ Evelyne Resnick.
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| Publication Statement
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Basingstoke [England] ;New York :: Palgrave Macmillan,, 2008.
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| Page. NO
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xiii, 184 pages :: illustrations ;; 25 cm
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| ISBN
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0230554032
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: 0230583733
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: 9780230554030
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: 9780230583733
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| Bibliographies/Indexes
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Includes bibliographical references (pages 179-181) and index.
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| Contents
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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 II: 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.
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| Abstract
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"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."--book jacket.
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| Subject
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Wine and wine making.
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| Subject
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Wine industry-- Marketing.
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| Subject
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Wine and wine making.
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| Subject
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Wine industry-- Marketing.
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| Dewey Classification
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663/.20688
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641.220688
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| LC Classification
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HD9370.5.R47 2008
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