LEADER 05732nam 22008175 450 001 9910298560403321 005 20200920081040.0 010 $a981-287-059-8 024 7 $a10.1007/978-981-287-059-9 035 $a(CKB)3710000000114556 035 $a(EBL)1731600 035 $a(OCoLC)880307414 035 $a(SSID)ssj0001237280 035 $a(PQKBManifestationID)11705981 035 $a(PQKBTitleCode)TC0001237280 035 $a(PQKBWorkID)11250472 035 $a(PQKB)10604180 035 $a(MiAaPQ)EBC1731600 035 $a(DE-He213)978-981-287-059-9 035 $a(PPN)178780804 035 $a(EXLCZ)993710000000114556 100 $a20140512d2014 u| 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aDigital Wine $eHow QR Codes Facilitate New Markets for Small Wine Industries /$fby Tara Brabazon, Mick Winter, Bryn Gandy 205 $a1st ed. 2014. 210 1$aSingapore :$cSpringer Singapore :$cImprint: Springer,$d2014. 215 $a1 online resource (133 p.) 225 1 $aSpringerBriefs in Business,$x2191-5482 300 $aDescription based upon print version of record. 311 $a981-287-058-X 320 $aIncludes bibliographical references and index. 327 $aChapter 1: Introduction: Free, mobile and useful: the rise and rise of QR Codes -- Part One: QR Codes: Potential, possibilities and trajectories -- Chapter 2: QR Codes and the dialogue between analogue and digital -- Chapter 3: Form follows function: how to use QR Codes -- Part Two: From push to pull media -- Chapter 4: From social networking to geosocial networking -- Chapter 5: Disintermediation and reintermediation: from professional to amateur to professional? -- Chapter 6: Social networking: moving beyond space and time -- Part Three: Integrating wine media -- Chapter 7: QR Codes and wine media -- Chapter 8: Mark(et)ing the bottle: using QR codes to build new wine regions -- Part Four: New Zealand and the potential of QR Codes in regions and small nations -- Chapter 9: World Famous in New Zealand -- Chapter 10: 100% New Zealand -- Chapter 11: Creative Industries: A Pinot in one hand, a throttle in the other -- Chapter 12: Conclusion. 330 $aThis book explores the way in which QR codes (Quick Response codes) can help the wine industry facilitate distribution and more effectively market and sell their product. It examines the interventions, invention and opportunities brought about by QR codes for the wine industry. It also investigates how QR codes can help enable regional development as well as information and knowledge about winemakers and regions.  The book begins with an introduction to QR codes. It explains how to use them as well as shows how QR codes combine analogue and online promotion and information dissemination. Next, the book explores strategies and examples from the creative industries, small nation theory and emerging wine industries. It then goes on to examine how to integrate QR codes with wine media, including marketing the bottle and using QR codes to build new wine regions. The book concludes with a case study of how Aotearoa/New Zealand wine producers deploy QR codes. QR codes can store, and digitally present, a range of helpful data, including URL links, geo-coordinates and text, and can be scanned by smart phones, making them a useful marketing and business tool. Presenting detail research on how QR codes can enhance the relationship between producers and consumers as well as aid regional development in the wine industry, this book  will be of interest to academics focusing on Wine Studies, small and medium sized enterprises (SMEs), and practitioners and researchers from the creative industries sector. In addition, while this book focuses on the wine industry, the information that it presents about QR codes is relevant and applicable for an array of industries that require a tether between analogue and digital, physical and virtual, especially food and primary production. 410 0$aSpringerBriefs in Business,$x2191-5482 606 $aMarketing 606 $aManagement 606 $aIndustrial management 606 $aLeadership 606 $aEntrepreneurship 606 $aMarket research 606 $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000 606 $aInnovation/Technology Management$3https://scigraph.springernature.com/ontologies/product-market-codes/518000 606 $aBusiness Strategy/Leadership$3https://scigraph.springernature.com/ontologies/product-market-codes/515010 606 $aEntrepreneurship$3https://scigraph.springernature.com/ontologies/product-market-codes/514000 606 $aMarket Research/Competitive Intelligence$3https://scigraph.springernature.com/ontologies/product-market-codes/513030 615 0$aMarketing. 615 0$aManagement. 615 0$aIndustrial management. 615 0$aLeadership. 615 0$aEntrepreneurship. 615 0$aMarket research. 615 14$aMarketing. 615 24$aInnovation/Technology Management. 615 24$aBusiness Strategy/Leadership. 615 24$aEntrepreneurship. 615 24$aMarket Research/Competitive Intelligence. 676 $a338.476632 700 $aBrabazon$b Tara$4aut$4http://id.loc.gov/vocabulary/relators/aut$0901012 702 $aWinter$b Mick$4aut$4http://id.loc.gov/vocabulary/relators/aut 702 $aGandy$b Bryn$4aut$4http://id.loc.gov/vocabulary/relators/aut 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910298560403321 996 $aDigital Wine$92511306 997 $aUNINA