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Title Successful wine marketing / edited by Kirby Moulton, James Lapsley
Published Gaithersburg, Md. : Aspen Publishers, 2001


Location Call no. Vol. Availability
 W'PONDS  663.2 Mou/Swm  AVAILABLE
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