Evelyne Resnick, "Wine Brands: Success Strategies for New Markets, New Consumers and New Trends"
English | 2008-06-15 | ISBN: 0230554032 | 256 pages | PDF | 1,9 MB
The subject of wine marketing is widely treated by practitioners and marketing experts 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. How can marketers and academics respond to this challenge in the wine industry? Every few months new technologies, new devices, and new practices require analysis, creative processes, and adaptation. E-marketing is a global strategy allowing the industry to reach niche markets.