Wine Positioning: A Handbook With 30 Case Studies of Wine Brands and Wine Regions in the World - Couverture rigide

Name: Wine Positioning: A Handbook With 30 Case Studies of Wine Brands and Wine Regions in the World
Author: Mora, Pierre
ISBN: 9783319244792

Livre 97 sur 339: Management for Professionals

Mora, Pierre

9783319244792: Wine Positioning: A Handbook With 30 Case Studies of Wine Brands and Wine Regions in the World

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ISBN 10 : 3319244795 ISBN 13 : 9783319244792

Editeur : Springer International Publishing AG, 2015

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Introduction.- Part 1: How to differentiate Wine.- Part 2: Appelations and Wine Brands.- Part 3: Conclusion.

Les informations fournies dans la section � Synopsis � peuvent faire r�f�rence � une autre �dition de ce titre.

� propos de l'auteur

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 on Wine Marketing.

Les informations fournies dans la section � A propos du livre � peuvent faire r�f�rence � une autre �dition de ce titre.

�diteur: Springer International Publishing AG
Date d'�dition: 2015
Langue: anglais
ISBN 10: 3319244795
ISBN 13: 9783319244792
Reliure: Reli�
Num�ro d'�dition: 1
Nombre de pages: 231
Coordonn�es du fabricant: Springer Nature Customer Service Center GmbH
ProductSafety@springernature.com

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Wine Positioning: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World (Management for Professionals)

Pierre Mora

Edit� par Springer 2015-12-11, 2015

ISBN 10 : 3319244795 ISBN 13 : 9783319244792

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Hardcover. Etat : New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. N� de r�f. du vendeur 6666-GRD-9783319244792

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Wine Positioning : A Handbook With 30 Case Studies of Wine Brands and Wine Regions in the World

Mora, Pierre

Edit� par Springer, 2015

ISBN 10 : 3319244795 ISBN 13 : 9783319244792

Neuf Couverture rigide

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Wine Positioning : A Handbook With 30 Case Studies of Wine Brands and Wine Regions in the World

Mora, Pierre

Edit� par Springer, 2015

ISBN 10 : 3319244795 ISBN 13 : 9783319244792

Neuf Couverture rigide

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Wine Positioning: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World (Management for Professionals)

Mora, Pierre

Edit� par Springer, 2015

ISBN 10 : 3319244795 ISBN 13 : 9783319244792

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Mora:Wine Positioning (eng)

Mora, Pierre

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Wine Positioning

Pierre Mora

Edit� par Springer International Publishing Dez 2015, 2015

ISBN 10 : 3319244795 ISBN 13 : 9783319244792

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Buch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 232 pp. Englisch. N� de r�f. du vendeur 9783319244792

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Wine Positioning: A Handbook With 40 Case Studies of Wine Brands and Wine Regions in the World

Mora, Pierre

Edit� par Springer Verlag, 2015

ISBN 10 : 3319244795 ISBN 13 : 9783319244792

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Hardcover. Etat : Brand New. 232 pages. 9.50x6.50x0.75 inches. In Stock. This item is printed on demand. N� de r�f. du vendeur __3319244795

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Wine Positioning

Pierre Mora

Edit� par Springer International Publishing, 2015

ISBN 10 : 3319244795 ISBN 13 : 9783319244792

Neuf Couverture rigide

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Etat : New. Introduces a toolbox featuring the 10 easiest to apply and most efficient ways to differentiate and position a winePresents 30 case studies on brands and regions from the real wine worldProvides an up-to-date global wine market overview fro. N� de r�f. du vendeur 61034663

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Wine Positioning 2016: A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World (Management for Professionals)

Mora, Pierre

Edit� par Springer, 2015

ISBN 10 : 3319244795 ISBN 13 : 9783319244792

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Etat : New. pp. 219. N� de r�f. du vendeur 26373696539

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Wine Positioning

Pierre Mora

Edit� par Springer, Springer Dez 2015, 2015

ISBN 10 : 3319244795 ISBN 13 : 9783319244792

Neuf Couverture rigide

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Vendeur : buchversandmimpf2000, Emtmannsberg, BAYE, Allemagne

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Buch. Etat : Neu. This item is printed on demand - Print on Demand Titel. Neuware -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.Springer-Verlag KG, Sachsenplatz 4-6, 1201 Wien 232 pp. Englisch. N� de r�f. du vendeur 9783319244792

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Wine Positioning: A Handbook With 30 Case Studies of Wine Brands and Wine Regions in the World - Couverture rigide

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