Contemporary wine marketing and supply chain management [electronic resource] : a global perspective / Daniel J. Flint, Paola Signori, and Susan L. Golicic.
2016
HD9370.5 .F55 2016eb
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Title
Contemporary wine marketing and supply chain management [electronic resource] : a global perspective / Daniel J. Flint, Paola Signori, and Susan L. Golicic.
Author
Flint, Daniel J., author.
ISBN
9781137492432 (electronic book)
1137492430 (electronic book)
9781349557110
1349557110
9781137492425
1137492422
1137492430 (electronic book)
9781349557110
1349557110
9781137492425
1137492422
Published
Houndmills, Basingstoke, Hampshire ; New York, NY : Palgrave Macmillan, 2016.
Copyright
©2016
Language
English
Description
1 online resource (xix, 245 pages) : illustrations
Item Number
10.1057/9781137492432 doi
Call Number
HD9370.5 .F55 2016eb
Dewey Decimal Classification
663/.200688
Summary
Drawing on over 200 interviews and visits with winery owners, executives and managers from over 100 companies in five countries, industry experts across marketing and supply chain management examine successful marketing frameworks as they apply to growers, wineries, distributors and retailers.
"Contemporary wine marketing practice is changing rapidly due to the intensity of industry competition, the emergence of numerous media options, and the dynamics of market segments. As new wineries emerge onto the global stage, both they and the entrenched firms must remain well-informed and leverage the latest marketing and sales approaches in order to succeed. Contemporary Wine Marketing and Supply Chain Management intricately weaves academic knowledge, practical insights, and firsthand wisdom from wine executives around the world. Drawing on over 200 interviews and visits with winery owners, executives and managers in five countries, industry experts across marketing and supply chain management examine successful marketing frameworks as they apply to growers, wineries, distributors, and retailers. Combined with contemporary expertise in brand management, sales, research, social media, this book explores exciting and effective business practices and offers contemporary marketing ideas that will help wineries thrive."-- Provided by publisher.
"Contemporary wine marketing practice is changing rapidly due to the intensity of industry competition, the emergence of numerous media options, and the dynamics of market segments. As new wineries emerge onto the global stage, both they and the entrenched firms must remain well-informed and leverage the latest marketing and sales approaches in order to succeed. Contemporary Wine Marketing and Supply Chain Management intricately weaves academic knowledge, practical insights, and firsthand wisdom from wine executives around the world. Drawing on over 200 interviews and visits with winery owners, executives and managers in five countries, industry experts across marketing and supply chain management examine successful marketing frameworks as they apply to growers, wineries, distributors, and retailers. Combined with contemporary expertise in brand management, sales, research, social media, this book explores exciting and effective business practices and offers contemporary marketing ideas that will help wineries thrive."-- Provided by publisher.
Bibliography, etc. Note
Includes bibliographical references and index.
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Access limited to authorized users.
Source of Description
Description based on print version record.
Added Author
Signori, Paola, author.
Golicic, Susan L., author.
Golicic, Susan L., author.
Available in Other Form
Contemporary wine marketing and supply chain management.
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Table of Contents
List of Tables
List of Figures
List of Images
Acknowledgements
Introduction
1. A Global Overview of Wine
2. Forms of Markets
3. Organizational Foundations
4. Relationships
5. Innovation and Experimentation
6. Sustainability
7. Brand Management Fundamentals
8. Supply Chain Design
9. Market Research
10. Contemporary Branding Tactics
11. Toward Communication 4.0
12. Selling
13. Supply Chain Management
14. Performance Diagnosis
15. Conclusions and the Future of Wine Marketing and SCM.
List of Figures
List of Images
Acknowledgements
Introduction
1. A Global Overview of Wine
2. Forms of Markets
3. Organizational Foundations
4. Relationships
5. Innovation and Experimentation
6. Sustainability
7. Brand Management Fundamentals
8. Supply Chain Design
9. Market Research
10. Contemporary Branding Tactics
11. Toward Communication 4.0
12. Selling
13. Supply Chain Management
14. Performance Diagnosis
15. Conclusions and the Future of Wine Marketing and SCM.