LEADER 03760nam  22006735  450 
001 9910254928303321
005 20230727043015.0
010   $a3-319-24481-7
024 7 $a10.1007/978-3-319-24481-5
035   $a(CKB)3710000000526861
035   $a(EBL)4179469
035   $a(DE-He213)978-3-319-24481-5
035   $a(MiAaPQ)EBC4179469
035   $a(PPN)224026534
035   $a(EXLCZ)993710000000526861
100   $a20151127d2016      u|             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aWine positioning $ea handbook with 30 case studies of wine brands and wine regions in the world /$fby Pierre Mora
205   $a1st ed. 2016.
210  1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2016.
215   $a1 online resource (225 p.)
225 1 $aManagement for Professionals,$x2192-8096
300   $aDescription based upon print version of record.
311   $a3-319-24479-5 
320   $aIncludes bibliographical references at the end of each chapters and index.
327   $aIntroduction -- Part 1: How to differentiate Wine -- Part 2: Appelations and Wine Brands -- Part 3: Conclusion.
330   $aThis book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their respective brand identity and apparent marketing policy. In the book?s final part, it summarizes recent developments in wine marketing, including the growing importance of wine brands as new territories in the global vineyard, and the role of appellations as the essence of cultural diversity.
410  0$aManagement for Professionals,$x2192-8096
606   $aMarketing
606   $aAgriculture
606   $aPublic relations
606   $aGlobalization
606   $aMarkets
606   $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000
606   $aAgriculture$3https://scigraph.springernature.com/ontologies/product-market-codes/L11006
606   $aCorporate Communication/Public Relations$3https://scigraph.springernature.com/ontologies/product-market-codes/513040
606   $aEmerging Markets/Globalization$3https://scigraph.springernature.com/ontologies/product-market-codes/525010
615  0$aMarketing.
615  0$aAgriculture.
615  0$aPublic relations.
615  0$aGlobalization.
615  0$aMarkets.
615 14$aMarketing.
615 24$aAgriculture.
615 24$aCorporate Communication/Public Relations.
615 24$aEmerging Markets/Globalization.
676   $a663.2
700   $aMora$b Pierre$0503106
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910254928303321
996   $aWine Positioning$92104154
997   $aUNINA