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Wine Positioning: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World
Pierre Mora
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Description for Wine Positioning: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World
Hardback. Series: Management for Professionals. Num Pages: 200 pages, 2 black & white illustrations, 66 colour illustrations, biography. BIC Classification: KJS; KNAC; WBXD1. Category: (P) Professional & Vocational. Dimension: 235 x 155. .
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 ... Read more
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 ... Read more
Product Details
Publisher
Springer International Publishing AG Switzerland
Number of pages
200
Format
Hardback
Publication date
2015
Series
Management for Professionals
Condition
New
Number of Pages
219
Place of Publication
Cham, Switzerland
ISBN
9783319244792
SKU
V9783319244792
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Pierre Mora
Pierre Mora is a permanent professor in the Marketing Department of KEDGE Business School in Bordeaux. He is in charge of courses in the Master Vins et Spiriteux and Wine MBA program. He designed a Wine Business Simulation (The French Paradox Business Game) and developed his thesis on the French wine industry governance. He is the author of several books ... Read more
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