You might also like

More about Wine Positioning

• Book details
• Synopsis
• Trending among others

You get 195 loyalty points

Book synopsis

This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their respective brand identity and apparent marketing policy. In the book's final part, it summarizes recent developments in wine marketing, including the growing importance of wine brands as new territories in the global vineyard, and the role of appellations as the essence of cultural diversity.

Book details

Book category Books in English Lifestyle, sport & leisure Cookery / food & drink etc Beverages

• Full title: Wine Positioning
• Subtitle: A Handbook with 40 Case Studies of Wine Brands and Wine Regions in the World
• Author: Pierre Mora
• Language: English
• Binding: Hardback
• Number of pages: 219
• EAN: 9783319244792
• ISBN: 3319244795
• ID: 09511362
• Publisher: Springer International Publishing AG
• Weight: 496 g
• Dimensions: 166 × 243 × 18 mm
• Date of publishing: 21. November 2015

Trending among others

---

---

---