Overview

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.

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9781137492425

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Reviews

This is a deep and long international research project with wineries and winemakers. Mother Nature linked all of us to try our utmost to produce every year the best wine possible. This book will let you enter into our terroir and discover why. -Ludovic Fradin, Commercial Director, Chateau Smith Haut Lafitte, Grand Cru Classe de Graves, France The writers of Contemporary Wine Marketing and Supply Chain Management, Professors Dan Flint, Paola Signori, and Susan Golicic, bring all of their passion for wine and marketing business into this research. It is a guide to how marketing and supply chain management works in wineries worldwide. A must-have in every future-oriented winery and is personal for me as it extends my horizon toward even more global thinking. -Christine Hohne, Manager Sales, Export, Viticulture, Schloss Vollrads, Germany This book, Contemporary Wine Marketing and Supply Chain Management, provides a fresh look at the marketing of wine. Each chapter is prefaced with a vignette about a specific winery related to the chapter topic. The unique approach of writing these vignettes in the first person provides a more informal style to what is quite a detailed and useful book. The addition of a strong focus on route to market (supply chain management) is a unique and beneficial supplement to the existing wine marketing books on the market. -Larry Lockshin, Professor of Wine Marketing and Head of the School of Marketing, University of South Australia

This is a deep and long international research project with wineries and winemakers. Mother Nature linked all of us to try our utmost to produce every year the best wine possible. This book will let you enter into our terroir and discover why. -Ludovic Fradin, Commercial Director, Chateau Smith Haut Lafitte, Grand Cru Classe de Graves, France The writers of Contemporary Wine Marketing and Supply Chain Management, Professors Dan Flint, Paola Signori, and Susan Golicic, bring all of their passion for wine and marketing business into this research. It is a guide to how marketing and supply chain management works in wineries worldwide. A must-have in every future-oriented winery and is personal for me as it extends my horizon toward even more global thinking. -Christine Hohne, Manager Sales, Export, Viticulture, Schloss Vollrads, Germany This book, Contemporary Wine Marketing and Supply Chain Management, provides a fresh look at the marketing of wine. Each chapter is prefaced with a vignette about a specific winery related to the chapter topic. The unique approach of writing these vignettes in the first person provides a more informal style to what is quite a detailed and useful book. The addition of a strong focus on route to market (supply chain management) is a unique and beneficial supplement to the existing wine marketing books on the market. -Larry Lockshin, Professor of Wine Marketing and Head of the School of Marketing, University of South Australia

This is a deep and long international research project with wineries and winemakers. Mother Nature linked all of us to try our utmost to produce every year the best wine possible. This book will let you enter into our terroir and discover why. Ludovic Fradin, Commercial Director, Chateau Smith Haut Lafitte, Grand Cru Classe de Graves, France The writers of Contemporary Wine Marketing and Supply Chain Management, Professors Dan Flint, Paola Signori, and Susan Golicic, bring all of their passion for wine and marketing business into this research. It is a guide to how marketing and supply chain management works in wineries worldwide. A must-have in every future-oriented winery and is personal for me as it extends my horizon toward even more global thinking. Christine Hohne, Manager Sales, Export, Viticulture, Schloss Vollrads, Germany This book, Contemporary Wine Marketing and Supply Chain Management, provides a fresh look at the marketing of wine. Each chapter is prefaced with a vignette about a specific winery related to the chapter topic. The unique approach of writing these vignettes in the first person provides a more informal style to what is quite a detailed and useful book. The addition of a strong focus on route to market (supply chain management) is a unique and beneficial supplement to the existing wine marketing books on the market. Larry Lockshin, Professor of Wine Marketing and Head of the School of Marketing, University of South Australia Tim H. Dodd, Ph.D., Director, Texas Wine Marketing Research Institute and Associate Dean, College of Human Sciences Wine Marketing Book Proposal Review A Contemporary Global View of Wine Marketing & Supply Chain Management Audience Type There would be interest in this book from both industry and in academic fields. Although there are numerous books on wine marketing, wine business, wine tourism etc. the industry is so large and complex that there continues to be a need for new material. The book could be used in class settings for wine marketing courses and also as a secondary book in a graduate supply chain management course. I think academic researchers would also use the book as a reference for backgrounds to studies they are beginning. This is often an overlooked aspect of books like this but with a large number of academics now investigating wine business topics this could be an important reference work. Industry professionals would find it useful although they would probably look for specific chapters of interest such as sections on social media, niche markets, or branding. Quality and Significance The authors appear to have thoroughly researched the topic and been involved in a large number of projects and case study analysis. Although the first author does not have a long history or background in publishing related to wine he does have some background in the area and with his work in logistics could make up for this deficit. His co-authors have more of this industry feel and will be able to provide added richness to the work. In many cases marketing scholars working within the wine industry don't always understand some of the special issues and subtleties related to wine consumers and the complex nature of the industry. Using the vast range of material that already exists but bringing it together would help improve the quality of the work. Structure, Organization, Presentation The title seems a little confusing and does not clearly indicate what this book is trying to cover. The authors could relook at this. The focus on supply chain management is an important one and is critical to the wine industry. The authors have separated the work into 5 main sections and 14 chapters that would provide a good basis for a university class related to wine. The theme related to managerial decisions and strategies is also a good focus and would assist current and future managers to understand the basic concepts of the industry. Providing two case studies with each chapter is helpful and would give depth to the material and allow added discussion of the topics that have been presented previously. Overall, the proposal appears to have been well thought out and of good quality. The book will make a helpful contribution to the wine business literature.

Author Information

Daniel J. Flint is Senior Professor of Marketing at The University of Tennessee, USA. He is an expert in consumer goods brand and shopper marketing management, professional selling, market research and supply chain management. He is well published in top-tier journals such as The Journal of Marketing and the Journal of Business Logistics and regularly presents at global conferences. He is a member of the Academy of Marketing Science, the American Marketing Association and the Council of Supply Chain Management Professionals. Paola Signori is Associate Professor of Marketing in the Department of Business Administration, University of Verona, Italy. She is passionate researcher and teacher of new frontiers in communication, social media analytics, supply chain and relationship marketing. She has published three books and over 60 scientific articles and owns a small Valpolicella DOC vineyard. Susan L. Golicic is Professor of Supply Chain Management at Colorado State University, USA. Her research focuses on sustainability, innovation, relationships and strategy in the supply chain and has been published in various top journals across supply chain, marketing and management. She has been conducting research in the global wine industry for over seven years and is a Certified Sommelier/Cellar Master.

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