| Description |
xix, 307 pages : illustrations ; 24 cm |
| Series |
Springer Nature Book Archives Millennium (2000-2004)
|
| Contents |
Machine derived contents note: 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 |
| Summary |
Successful wine marketing / edited by Kirby Moulton, James Lapsley |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Wine industry.
|
|
Wine -- Marketing.
|
| Author |
Moulton, Kirby S.
|
|
Lapsley, James T.
|
| LC no. |
00068241 |
| ISBN |
0834218437 |
|
083421962X |
|
