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Wine Brands: Success Strategies for New Markets, New Consumers and New Trends [Hardcover]

Dr Evelyne Resnick
3.0 out of 5 stars  See all reviews (1 customer review)
RRP: 30.00
Price: 28.90 & FREE Delivery in the UK. Details
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Book Description

21 May 2008
The subject of wine marketing is widely treated by practitioners, wine marketing experts, as well as many organizations in many countries. But we are now entering a new era for marketers: peers trust peers. Top-down messaging is losing ground, while bottom-up buzz is gaining power. Every few months new technologies, new devices and new practices require analysis, creative processes and adaptation to the wine business.
 
Wine business is booming in many parts of the world (the New World) and losing ground in Old Europe, the birth place of the industry. Many experts point at various reasons but the main cultprits can be downsized to one major reason: in the Old World, wine is still perceived as a local product while in the New World it already gained an international status and image.
 
E-marketing is a global strategy based on a transcultural approach of new behavioral patterns in traditional and emerging markets. For the first time we are able to measure the consumption patterns of an entire market and adjust quickly to their behaviors. This finer knowledge of new trends allows us to better understand wine brands in a very competitive and saturated market. This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many case studies from around the world, this book describes how marketers and academics can respond to new challenges in the wine trade and is an invaluable guide to anyone working in, or interested in, this industry.

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Wine Brands: Success Strategies for New Markets, New Consumers and New Trends + Wine Marketing: A Practical Guide + Wine Marketing & Sales 2nd Edition
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Product details

  • Hardcover: 208 pages
  • Publisher: Palgrave Macmillan; 1 edition (21 May 2008)
  • Language: English
  • ISBN-10: 0230554032
  • ISBN-13: 978-0230554030
  • Product Dimensions: 23.7 x 16.5 x 1.8 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 53,290 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review


"'Wine Brands is an intriguing look at how the Internet has irrevocably changed the way wine is found, purchased and enjoyed. The future of wine will depend heavily upon the mastery of its international online marketing and presence." Maria Sipka, CEO and Executive Co-Founder of Linqia
 

'In ways few have yet to grasp, Evelyne Resnick understands how to break through in a noisy world of ephemeral consumer attention spans and countless competing alternatives. This book is full of thought-provoking ideas and strategies for tapping the real power of the Internet and our new on-line society." Dave Nelsen, Founder and CEO of www.TalkShoe.com and Co-host of the CellarDwellers Winemaking podcast
 

"As a professional wine writer I appreciate very well the importance of careful research. Evelyne Resnick consistently demonstrates an in-depth understanding of Internet wine market trends in traditional as well as emerging markets, which is rare in my experience." Allen Meadows, author of www.burghound.com
 

'Evelyne Resnick combines her broad-based experience living fully immersed in both French and American society to develop a unique perspective when viewing our wine culture. This is a book that will provide food for thought for anyone looking to develop a brand.' Jeff Morgan, winemaker (SoloRosa, Covenant) and author of Rosé, A Guide to the World's Most Versatile Wine
 

"Wine not only affords us wonderful vintages, but also wonderful encounters. Evelyne has now invited us to share her passionate involvement in the world of wine, a place she has known for years and in which she has developed many rich personal ties."
Caroline Lestimé, Domaine Jean-Noël Gagnard, Chassagne-Montrachet
 

'In a time where marketing books are dime a dozen, Evelyne comes up with a serious resource for the wine industry professional that is complete with relevant research, a comprehensive set of updated tools, and sound advice that all boils down to a must read for all those of us in the business.' Alejandro Audisio, Proprietor, Terroir Fine Wines and Spirits Merchants, Buenos Aires
 
"Whether you consider her a marketing expert with a passion for wine, or a wine expert with a vast knowledge of marketing, Evelyne Resnick is always worth listening to." Mark Tungate, journalist and author, Adland: A History of Advertising

 
'I found marketing expert Evelyne Resnick's new book totally absorbing... packed with interesting information and new ways of thinking not just about wine marketing, but about how wine information is communicated and how it fits in today's culture and society. Wine Brands really is a valuable new resource.' - Tom Cannavan's wine-pages.com




Book Description

This practical new book is written in an accessible style. Illustrated with many case studies this book is an invaluable guide to anyone working in, or interested in the wine industry.

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Most Helpful Customer Reviews
3 of 3 people found the following review helpful
3.0 out of 5 stars Slightly disappointing... 11 Feb 2010
Format:Hardcover
I was really quite disappointed with this book, whilst it show interesting insight into how a few producers have developed their wine brands through new media and examines how the global market is changing as the wine craze trickles into corners of the globe which were wine-less, sometimes it seems rather dijoined. There's the occasional English term which doesn't sound right and on more than 1 occasion I was rather confused by the tables which are not well explined or do not link in exactly with the text.
Interesting but definitely not a "have to purchase"...
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.6 out of 5 stars  5 reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars A revolutionary look at wine marketing 30 July 2008
By Dr. P. Messar - Published on Amazon.com
Format:Hardcover
As a consumer goods' marketing and brand professional (regularly enjoying a glass of wine), I absolutely sped-read through this book. It explains succinctly the evolution of wine marketing, highlights how new marketing tools and communication media can be used to get into the "purchase consideration" of the ever elusive consumer. Additionally, the many real life case studies and examples from all over the world make for very enjoyable reading. Highly recommended for all marketing professionals as well as all wine lovers. Excellent & comprehensive!!!
3 of 3 people found the following review helpful
5.0 out of 5 stars A rich blend of insights and ideas about modern wine brands 28 July 2008
By R. Chelseth - Published on Amazon.com
Format:Hardcover
There may be as many opinions about how to best market wine as there are about how good wines should tastes, which makes filtering out the noise difficult. Wine Brands takes on this complex task in an admirable way. The book begins with an overview of the history of wine consumption around the world, and follows the evolution of the many varied traditions into the modern revolution in wine production and consumption. The author has a unique perspective that combines the sensitivities of a French native involved with wine together with a sound grasp of Anglo-American marketing. This makes for a rich blend of insights into exactly how current changes in both who today's wine drinkers are and how they enjoy wine must be matched with new ways of communicating and building relationships with them. The book offers many well documented examples on the wide range of efforts underway to reach these new consumers - from the most traditional forms of print media through the growing variety of Web 2.0 offerings. The text, illustrations and case studies are clearly presented so that both the amateur and wine professional will find something new and useful. The industry jargon is kept to a minimum and the conversational tone used makes it easy and enjoyable reading. Those connected to the wine industry will find this book a valuable tool for organizing their thoughts and developing business strategies. And the amateur will learn much as well - and pick up several interesting anecdotes sure to impress friends at the next tasting!
2 of 2 people found the following review helpful
1.0 out of 5 stars If you work in wine you already know all this. 12 Sep 2012
By Mamalikeswine - Published on Amazon.com
Format:Hardcover|Verified Purchase
I was really disappointed in this book.
I work in wine marketing and was hoping for a book that contained analysis and historical info on a variety of brands.
I found the book contained no insight for me.
Perhaps if this is not your career this might be interesting - but then why would you buy a book like this otherwise.
2 of 3 people found the following review helpful
3.0 out of 5 stars FOR SCHOOL NOT FOR MARKETER 28 May 2009
By Vincenzo Lapenta - Published on Amazon.com
Format:Hardcover
Very clear writing, very interesting introduction to the world of wine, but too obvious about strategical issues, as positioning, customer relationship management;
few economical data-sets make "WINE BRANDS" a pleasure for all, but not for "skeptical" marketing manager...
0 of 1 people found the following review helpful
4.0 out of 5 stars I was surprised how approachable the book was to read 28 July 2013
By Adam C. Vignola - Published on Amazon.com
Format:Hardcover|Verified Purchase
A very well written book. I recommended it to child and adult alike...though a child reading the book might seem strange.
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