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OverviewHow can a small winery possibly compete with the marketing war chests of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. Scores have succeeded at it. And by being educated so can the owner of even the smallest winery. This completely revised and updated edition of the bestselling book by three of the industry's most connected insiders puts new, practical and powerful strategies into the hands of veteran brand managers and marketing professionals, and the vast bank of wine marketing knowledge within reach of the nascent winery owner. The new edition has 100 pages of new and expanded material, including the topics: importing and exporting, logistical management, marketing tasting rooms as 'destinations', newest legal developments, and marketing in a down economy. Three new chapters detail how to generate greater retail sales, take advantage of the wine tourism boom, and grab the benefits of Wine 2.0, social networking and viral marketing. Full Product DetailsAuthor: Paul Wagner , Liz Thach , Janeen OlsenPublisher: Wine Appreciation Guild Imprint: Wine Appreciation Guild Edition: 2nd Revised edition Dimensions: Width: 25.40cm , Height: 3.30cm , Length: 17.80cm Weight: 1.066kg ISBN: 9781934259252ISBN 10: 193425925 Pages: 400 Publication Date: 01 September 2010 Audience: General/trade , General Format: Hardback Publisher's Status: Out of Print Availability: In Print  Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock. Table of ContentsReviewsIt's crucial to understand how to make a winery stand out from the crowd and yet fit into people's lifestyles in an enjoyable, meaningful way. This book does all of that and more. It is both credible and authoritative and very, very useful - Robert Mondavi Author InformationPaul Wagner is the owner and president of the marketing communications agency Balzac. Janeen Olsen is a professor of marketing and wine business at Sonoma State University. Liz Thach is a management and wine business professor at Sonoma State University in the Wine Business Institute where she teaches undergraduate and wine MBA programs. She is an award-winning author who has published more than 100 articles and five wine textbooks, including Wine: A Global Business and Wine Marketing & Sales and she obtained the distinction of Master of Wine in 2011. Michael Mondavi is a winemaker and the son of Robert Mondavi. Tab Content 6Author Website:Countries AvailableAll regions |
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