Successful Wine Marketing / Edition 1

Successful Wine Marketing / Edition 1

by James Lapsley
     
 

ISBN-10: 083421962X

ISBN-13: 9780834219625

Pub. Date: 03/31/2001

Publisher: Springer US

Full of descriptions, tips, and real world examples from both wine and business experts, this book distills the lessons and practical knowle dge that come out of the highly regarded University of California at D avis short course, given each summer in conjunction with the Office in ternational de la vigne et du vin (OIV). From the basics of understand ing the wine

Overview

Full of descriptions, tips, and real world examples from both wine and business experts, this book distills the lessons and practical knowle dge that come out of the highly regarded University of California at D avis short course, given each summer in conjunction with the Office in ternational de la vigne et du vin (OIV). From the basics of understand ing the wine consumer, the marketplace, and trends; to developing stra tegies through category management, design, and positioning; to unders tanding the legal environment and distribution chain, "Successful Wine Marketing" is the first publication to provide sound, practical infor mation on both wine and business. Completely up to date, with informat ion on Internet marketing, small winery strategies, and so much more, "Successful Wine Marketing" is a necessary and valuable resource for s mall and large wineries, wine consultants and distributors, enology de partments and associations, trade associations and agents, short cours es and professional development courses, graduate and undergraduate wi ne marketing courses, and some wine retail outlets.

Product Details

ISBN-13:
9780834219625
Publisher:
Springer US
Publication date:
03/31/2001
Edition description:
2001
Pages:
308
Product dimensions:
6.14(w) x 9.21(h) x 0.36(d)

Table of Contents

Introduction. Consumer Behavior and Marketing Strategies. SETTING SIGHTS ON THE MARKET. Researching the Wine Consumer. Market Audits. Tracking Retail Sales. CONSIDERING THE MARKETPLACE. The Context for Marketing Strategies: A Look at the U.S. Wine Market. The Production/Marketing Interface. Wine Marketing and Its Legal Environment. The Role of a National Importer. Wine on the Internet. DEVELOPING STRATEGIES. Pouring Wine through New Funnels. Product Differentiation. Building a Premium Wine Brand. Pricing and Programming. Creating Pull Through Advertising. Category Management. Label and Bottle Design. Using a Bulk Wine Market as a Marketing Strategy. PROFITING THROUGH POSITIONING. Basics of Brand Positioning. Positioning Multiple Wine Brands. Integrating the Marketing Elements. Positioning: A Case Study. USING DISTRIBUTION. Elements of a Wine Distribution Agreement. Making Distribution Work. A Changing Distribution System. Distribution Strategies and Legal Barriers. Selling Wine in and to Supermarkets. Selling Wine in and to Large Specialty Stores: The Case of Beverages & more!. The New Brand in a Competitive Market

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