Contemporary wine marketing and supply chain management : a global perspective
著者
書誌事項
Contemporary wine marketing and supply chain management : a global perspective
Palgrave Macmillan, 2016
- : hardback
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注記
Includes index
内容説明・目次
内容説明
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.
目次
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
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