Wine Marketing Online

Author : Bruce McGechan
Publisher : Board and Bench Publishing
Page : 418 pages
File Size : 44,5 Mb
Release : 2013-10-01
Category : Cooking
ISBN : 9781935879879

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Wine Marketing Online by Bruce McGechan Pdf

If it seems like small wine businesses are getting crowded out of a vibrant US wine market by retail chains, entrenched distributors, and established brands, there's good news for little guys. There's a reason why these massive companies spend a fortune acting "small." In the new, wired realm of marketing and customer relations, the qualities that make small businesses distinctive, like personalized service, deep product knowledge and authentic interest, matter more than ever. Wine marketing consultant Bruce McGechan answers the question of how to put those built-in attributes in front of all those online customers with his new book Wine Marketing Online: Discover the secrets that successful wine businesses use to market their wines online; Learn how to increase your credibility and be seen as an expert by your local customers; Generate Traffic to your website using Google; Convert that traffic into sales through fine-tuned content and a positive user shopping experience; Utilize social media to effectively engage with new and existing customers on your blog, Facebook, and Twitter; Ride the coming wave of mobile websites, apps, advertising and location based services like Foursquare and Yelp; Analyze your wine eCommerce software options; 'Finally' turn one-off orders into repeat loyal customers; and last but not least share your enthusiasm for wine and really enjoy your business. Wine Marketing Online includes a winery internet marketing and brand plan, wine store internet marketing plan, wine store financial model and wine competitor and customer research.

Author : Gergely Sznolnoki,Liz Thach,Dani Kolb
Publisher : Springer
Page : 168 pages
File Size : 50,7 Mb
Release : 2016-04-30
Category : Business & Economics
ISBN : 9781137602985

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Successful Social Media and Ecommerce Strategies in the Wine Industry by Gergely Sznolnoki,Liz Thach,Dani Kolb Pdf

This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms.

Author : Mojca Ramšak
Publisher : Springer Nature
Page : 123 pages
File Size : 47,6 Mb
Release : 2022-01-24
Category : Business & Economics
ISBN : 9783030892241

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Social Impact of Wine Marketing by Mojca Ramšak Pdf

This book is inspired by the term “digiwine,” a neologism referring to the production and/or marketing of wine through the use of new technologies and robotics such as vineyard information systems, sensor units, weather stations, drones, robotic harvesters, social media videos, digital labels, and wine apps. The alcohol industry is using these technologies to develop digital strategies and online tools for more efficient sales of wine. This book analyzes the use of digital alcohol marketing, the reasons for it, the role of regulation, and its social impact. In particular, malignant forms of alcohol marketing to youth are precisely described through exact case descriptions from the global milieu. The author questions whether the loopholes in the legislation or inefficiency of self-regulation have negative consequences that can no longer be prevented by public health care programs. When and how did the alcohol industry become so deeply interwoven in our lives that we mindlessly advertise and parade in its shadow on social media and that we increasingly buy alcohol digitally for fun, in innovative packaging, and with strange ingredients combinations? Dr. Mojca Ramšak’s book peels back the layers of the alcohol industry’s most obvious yet overlooked marketing tactics. It also reveals the sluggishness of preventive and curative efforts, as well as legal or self-regulatory measures, at keeping up with the alcohol industry’s use of technology. - Nadja Furlan Štante, Principal Research Associate and Professor of Religious Studies, Science and Research Centre of Koper, Slovenia.

Author : James Lapsley,Kirby Moulton
Publisher : Springer Science & Business Media
Page : 303 pages
File Size : 43,8 Mb
Release : 2013-11-09
Category : Technology & Engineering
ISBN : 9780387299655

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Successful Wine Marketing by James Lapsley,Kirby Moulton Pdf

This book reflects the work of wine marketing experts as expressed in their presentations to the annual three-week Wine Marketing Short Course at the University of California, Davis. The course was initially organized in collaboration with the international wine management curriculum sponsored by the International Organization for Vines and Wines (OIV). We have been involved in this course since its inception a decade ago. This book is intended for students in wine marketing and management, enology, and viticulture who seek to broaden their understanding of the wine sector. It is also intended for those already working in wine market ing and management who seek new ideas and insights. Finally, this book should be of general interest to others involved directly or indirectly in the grape and wine sector. Each chapter was written from the oral presentations of the authors and reflects the spontaneity and informality of the classroom environment. The writing may lack the "gravitas" of academic material, but it accurately presents the thinking and conclusions of those who make a living by mar keting wine. There is some duplication that serves to emphasize important points, and there are several case studies explaining real-life experiences in the industry. Legal requirements and commercial practices cited by authors may differ between regions and among institutions familiar to readers. However, the underlying principles guiding marketing strategies can be applied in different situations, for example, where supermarket wine sales may be restricted or direct sales prohibited.

Author : Larry Lockshin
Publisher : Unknown
Page : 128 pages
File Size : 46,6 Mb
Release : 2015-09-12
Category : Electronic
ISBN : 0646947605

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This Little Pinot Went to Market by Larry Lockshin Pdf

Internationally-respected wine marketing expert Larry Lockshin* has teamed up with WBM - Australia's Wine Business Magazine, to publish a dynamic new book called This Little Pinot Went to Market: A Guide to Wine Marketing.The 228-page book - published by Adelaide media company Newstyle Media - is now available in both digital and printed formats from $49.95.A collection of magazine columns Lockshin has written over the past 17 years, the book covers a range of topics including branding, consumer behaviour, communication, distribution, tourism and merchandising.If you are serious about the wine business you should have a copy of this book.

Author : Colin Michael Hall,Richard Mitchell
Publisher : Routledge
Page : 378 pages
File Size : 43,5 Mb
Release : 2008
Category : Business & Economics
ISBN : 9780750654203

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Wine Marketing by Colin Michael Hall,Richard Mitchell Pdf

This is a practical guide to the specific issues that affect the marketing of wine at an international level. The author covers theory and the results of research but the focus is on the nuts and bolts of marketing based on case studies.

Author : Liz Thach,Paul Wanger,Janeen Olsen
Publisher : Unknown
Page : 450 pages
File Size : 55,6 Mb
Release : 2019-06
Category : Cooking
ISBN : 193587943X

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Wine Marketing and Sales, Third Edition by Liz Thach,Paul Wanger,Janeen Olsen Pdf

The current US and global wine markets are practically unrecognizable from when the second edition of this text was published. Wineries can ship directly to their customers in 45 US states. Seventy percent of Americans are online. Advanced packaging tech can reveal chemical spoilage, verify provenance, and can even talk (virtually). This new, third edition of the bestselling wine marketing book in the English language explores these and many more new and surprising features of the modern wine marketing landscape. Social Media Marketing & Ecommerce Digital Marketing & Wine Delivery Applications New Trends in Packaging, e.g. Augmented Reality Labeling Sales and Marketing Metrics Complete Regulatory Compliance Going Mobile with Website Strategies Supply Chain Management The Promise of Direct-to-Consumer Sales The New Demographics of Wine Consumption & Wine Tourism Wine Marketing and Sales covers every conceivable aspect of marketing and selling wine, from basic theory and principles, to the practical application of sales and marketing strategies in the real-world, brand-saturated marketplace. This book puts new and powerful tools into the hands of veteran brand managers and the vast bank of wine marketing knowledge within reach of the untrained winery owner desperate for a foothold.

Author : Anonim
Publisher : Unknown
Page : 128 pages
File Size : 50,7 Mb
Release : 2016
Category : Business
ISBN : 1349888133

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Successful Social Media and Ecommerce Strategies in the Wine Industry by Anonim Pdf

This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms.

Author : Marianna Sigala,Richard N. S. Robinson
Publisher : Springer
Page : 399 pages
File Size : 41,8 Mb
Release : 2018-09-02
Category : Business & Economics
ISBN : 9783319754628

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Management and Marketing of Wine Tourism Business by Marianna Sigala,Richard N. S. Robinson Pdf

This book links research in wine marketing/management and wine tourism, offering international and multidisciplinary perspectives. Addressing the evolving nature of the wine tourism industry and market, the book brings in new research streams and technology advances such as; social media, customer empowerment and engagement, co-creation, social / responsible marketing and wine consumption. Each section includes an introductory chapter written by the editors discussing the aims and the chapters of the section. Section chapters provide theoretical and research based insights with practical implications, while every section is also complemented with case studies that further enrich the practice and industry implications of theory. Researchers will find in this book a holistic analysis of research and cases relating to the management and marketing of wine tourism businesses and visitors.

Author : Janeen Olsen,Paul Wagner,Liz Thack
Publisher : Board and Bench Publishing
Page : 400 pages
File Size : 55,6 Mb
Release : 2016-02-01
Category : Cooking
ISBN : 9781935879510

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Wine Marketing & Sales, Second edition by Janeen Olsen,Paul Wagner,Liz Thack Pdf

How can a small winery possibly compete with the marketing of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. This revised and updated edition to the bestselling book puts the vast bank of wine marketing knowledge within reach of industry novices, and fresh, practical, and powerful strategies into the hands of veteran brand managers and marketing professionals. With 100 pages of new and expanded material, this book addresses such topics as importing and exporting; logistical management; marketing your tasting room and wine region as a prime tourist destination; how to generate greater retail sales; and how to grab the benefits, while avoiding the dangers, of social networking and viral marketing.

Author : James Lapsley,Kirby Moulton
Publisher : Unknown
Page : 332 pages
File Size : 42,8 Mb
Release : 2014-01-15
Category : Electronic
ISBN : 1475766300

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Successful Wine Marketing by James Lapsley,Kirby Moulton Pdf

Author : C Michael Hall
Publisher : Routledge
Page : 191 pages
File Size : 51,8 Mb
Release : 2013-10-08
Category : Business & Economics
ISBN : 9781135406707

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Wine, Food, and Tourism Marketing by C Michael Hall Pdf

Get the advantage you need to compete in the worldwide food and wine tourism marketplace! Wine, Food, and Tourism Marketing is an overview of contemporary practices and trends in food and wine tourism marketing. International in scope, the book draws on studies from Canada, England, France, New Zealand, South Africa, and Scotland for analyses of contemporary practices and trends that help you develop, implement, and maintain strategic competitive advantages. The book looks at case studies of business operations, seasonality, destination image, and the development of business networks. Equally valuable as a professional resource for practitioners and as a textbook for upper-level and graduate students in tourism, hospitality, and wine and food studies, Wine, Food, and Tourism Marketing examines the importance of food and wine tourism to rural regional development. The book presents destination management planning and marketing initiatives for specific markets that can be easily adapted and applied to a wider range of wine tourism settings. Tourism marketing researchers and academics address vital issues such as the importance of collective marketing strategies, viticulture, design factors for online tourism information, and the use of food images in promotional material and positioning strategies. The book includes: a 2001 research study on French public sector management of wine tourism an examination of the cider industry in Somerset, England a look at the implications of non resident tourist markets on British Columbia’s emerging wine tourism industry an analysis of the types of food images used in French regional tourism brochures a national study of seasonality issues on wine tourism in New Zealand a look at post-apartheid tourism trends on South Africa’s Western Cape a survey of eight wineries on the Niagara Falls wine route with implications for marketing strategies a study of the use of local and regional food for destination marketing of South Africa a look at how food-related tourism in the United Kingdom is being promoted using the World Wide Web Wine, Food, and Tourism Marketing is an essential read for practitioners and educators involved in tourism and hospitality, marketing, food and wine studies, and rural regional development.

Author : Janeen Olsen,Paul Wagner,Liz Thach
Publisher : Unknown
Page : 0 pages
File Size : 41,6 Mb
Release : 2019-06
Category : Wine
ISBN : 1935879448

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Wine Marketing and Sales by Janeen Olsen,Paul Wagner,Liz Thach Pdf

The bestselling wine marketing book in the English language is fully revised and updated to meet the newest challenges and opportunities of modern global wine markets. New topics include social media marketing, sales and marketing metrics, complete regulatory compliance, website strategies and graphic design, brand strategies, demographic changes, and wine tourism. Wine Marketing and Sales covers every conceivable aspect of marketing and selling wine, from basic theory and principles, to the practical application of sales and marketing strategies in the real-world, brand-saturated marketplace. Written by three of the industry's most respected wine business professionals and educators, this book puts new and powerful tools into the hands of veteran brand managers, and the vast bank of wine marketing knowledge within reach of the untrained winery owner desperate for a foothold.

Author : Liz Thach
Publisher : Board and Bench Publishing
Page : 428 pages
File Size : 54,5 Mb
Release : 2012-10-01
Category : Cooking
ISBN : 9781935879138

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Wine Marketing & Sales, Second edition by Liz Thach Pdf

How can a small winery possibly compete with the marketing of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. This revised and updated edition to the bestselling book puts the vast bank of wine marketing knowledge within reach of industry novices, and fresh, practical, and powerful strategies into the hands of veteran brand managers and marketing professionals. With 100 pages of new and expanded material, this book addresses such topics as importing and exporting; logistical management; marketing your tasting room and wine region as a prime tourist destination; how to generate greater retail sales; and how to grab the benefits, while avoiding the dangers, of social networking and viral marketing.

Author : Pierre Mora
Publisher : Springer
Page : 225 pages
File Size : 45,8 Mb
Release : 2015-11-27
Category : Business & Economics
ISBN : 9783319244815

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Wine Positioning by Pierre Mora Pdf

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.