Management for Professionals

Wine Positioning

A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World

Authors: Mora, Pierre

Free Preview
  • Introduces a toolbox featuring the 10 easiest to apply and most efficient ways to differentiate and position a wine
  • Presents 30 case studies on brands and regions from the real wine world
  • Provides an up-to-date global wine market overview from 15 countries in the world
  •  
see more benefits

Buy this book

eBook 42,79 €
price for Spain (gross)
  • ISBN 978-3-319-24481-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 72,79 €
price for Spain (gross)
Softcover 51,99 €
price for Spain (gross)
About this book

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.

About the authors

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.

Table of contents (10 chapters)

Table of contents (10 chapters)

Buy this book

eBook 42,79 €
price for Spain (gross)
  • ISBN 978-3-319-24481-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 72,79 €
price for Spain (gross)
Softcover 51,99 €
price for Spain (gross)
Loading...

Recommended for you

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Wine Positioning
Book Subtitle
A Handbook with 30 Case Studies of Wine Brands and Wine Regions in the World
Authors
Series Title
Management for Professionals
Copyright
2016
Publisher
Springer International Publishing
Copyright Holder
Springer International Publishing Switzerland
eBook ISBN
978-3-319-24481-5
DOI
10.1007/978-3-319-24481-5
Hardcover ISBN
978-3-319-24479-2
Softcover ISBN
978-3-319-79634-5
Series ISSN
2192-8096
Edition Number
1
Number of Pages
XII, 219
Number of Illustrations
2 b/w illustrations, 66 illustrations in colour
Topics