Language:
English
繁體中文
Help
回圖書館首頁
手機版館藏查詢
Login
Back
to Search results for
[ subject:"Corporate Communication/Public Relations." ]
Switch To:
Labeled
|
MARC Mode
|
ISBD
Wine positioning = a handbook with 3...
~
Mora, Pierre.
Linked to FindBook
Google Book
Amazon
博客來
Wine positioning = a handbook with 30 case studies of wine brands and wine regions in the world /
Record Type:
Electronic resources : Monograph/item
Title/Author:
Wine positioning/ by Pierre Mora.
Reminder of title:
a handbook with 30 case studies of wine brands and wine regions in the world /
Author:
Mora, Pierre.
Published:
Cham :Springer International Publishing : : 2016.,
Description:
xii, 219 p. :ill., digital ;24 cm.
[NT 15003449]:
Introduction -- Part 1: How to differentiate Wine -- Part 2: Appelations and Wine Brands -- Part 3: Conclusion.
Contained By:
Springer eBooks
Subject:
Wine tourism - Case studies. -
Online resource:
http://dx.doi.org/10.1007/978-3-319-24481-5
ISBN:
9783319244815$q(electronic bk.)
Wine positioning = a handbook with 30 case studies of wine brands and wine regions in the world /
Mora, Pierre.
Wine positioning
a handbook with 30 case studies of wine brands and wine regions in the world /[electronic resource] :by Pierre Mora. - Cham :Springer International Publishing :2016. - xii, 219 p. :ill., digital ;24 cm. - Management for professionals,2192-8096. - Management for professionals..
Introduction -- Part 1: How to differentiate Wine -- Part 2: Appelations and Wine Brands -- Part 3: Conclusion.
This book introduces readers to the concept and implementation of positioning techniques in the context of the wine industry. Featuring 30 case studies on brands and wine regions around the world - all based on the same principles - it presents a successful, cutting-edge strategy for the marketing of wine. Rather than focusing on a small group of elitist appellations, the Grand Crus universe and a handful of star brands, the book addresses the real, day-to-day wine world. In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands. In its analysis of wine appellation models, the book examines local parameters like geology, history and wine growing techniques; compares facts, figures and actors; analyzes the signals that are being sent to the market and presents a range of key factors for success. Similarly, the wine brands models are analyzed on the basis of their respective brand identity and apparent marketing policy. In the book's final part, it summarizes recent developments in wine marketing, including the growing importance of wine brands as new territories in the global vineyard, and the role of appellations as the essence of cultural diversity.
ISBN: 9783319244815$q(electronic bk.)
Standard No.: 10.1007/978-3-319-24481-5doiSubjects--Topical Terms:
2179373
Wine tourism
--Case studies.
LC Class. No.: TP548.5.T68 / M673 2016
Dewey Class. No.: 663.2
Wine positioning = a handbook with 30 case studies of wine brands and wine regions in the world /
LDR
:02482nmm a2200337 a 4500
001
2028778
003
DE-He213
005
20160722102427.0
006
m d
007
cr nn 008maaau
008
160908s2016 gw s 0 eng d
020
$a
9783319244815$q(electronic bk.)
020
$a
9783319244792$q(paper)
024
7
$a
10.1007/978-3-319-24481-5
$2
doi
035
$a
978-3-319-24481-5
040
$a
GP
$c
GP
041
0
$a
eng
050
4
$a
TP548.5.T68
$b
M673 2016
072
7
$a
KJS
$2
bicssc
072
7
$a
KJSM
$2
bicssc
072
7
$a
BUS043000
$2
bisacsh
082
0 4
$a
663.2
$2
23
090
$a
TP548.5.T68
$b
M827 2016
100
1
$a
Mora, Pierre.
$3
2179372
245
1 0
$a
Wine positioning
$h
[electronic resource] :
$b
a handbook with 30 case studies of wine brands and wine regions in the world /
$c
by Pierre Mora.
260
$a
Cham :
$b
Springer International Publishing :
$b
Imprint: Springer,
$c
2016.
300
$a
xii, 219 p. :
$b
ill., digital ;
$c
24 cm.
490
1
$a
Management for professionals,
$x
2192-8096
505
0
$a
Introduction -- Part 1: How to differentiate Wine -- Part 2: Appelations and Wine Brands -- Part 3: Conclusion.
520
$a
This 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.
650
0
$a
Wine tourism
$v
Case studies.
$3
2179373
650
0
$a
Advertising
$x
Wine.
$3
2179374
650
0
$a
Wine industry
$x
Management
$v
Case studies.
$3
2179375
650
1 4
$a
Business and Management.
$2
eflch
$3
1485455
650
2 4
$a
Marketing.
$3
536353
650
2 4
$a
Agriculture.
$3
518588
650
2 4
$a
Corporate Communication/Public Relations.
$3
2179376
650
2 4
$a
Emerging Markets/Globalization.
$3
1565823
710
2
$a
SpringerLink (Online service)
$3
836513
773
0
$t
Springer eBooks
830
0
$a
Management for professionals.
$3
1565822
856
4 0
$u
http://dx.doi.org/10.1007/978-3-319-24481-5
950
$a
Business and Management (Springer-41169)
based on 0 review(s)
Location:
ALL
電子資源
Year:
Volume Number:
Items
1 records • Pages 1 •
1
Inventory Number
Location Name
Item Class
Material type
Call number
Usage Class
Loan Status
No. of reservations
Opac note
Attachments
W9276042
電子資源
11.線上閱覽_V
電子書
EB TP548.5.T68 M827 2016
一般使用(Normal)
On shelf
0
1 records • Pages 1 •
1
Multimedia
Reviews
Add a review
and share your thoughts with other readers
Export
pickup library
Processing
...
Change password
Login