Wine Brands Success Strategies for New Markets, New Consumers and New Trends [Hardcover]

This practical new book is written by a leading wine industry expert, in an easy and accessible style. Illustrated with many case studies from around the world, this book describes how marketers and academics can respond to new challenges in the wine trade and is an invaluable guide to anyone working in, or interested in, this industry.PART I- NEW AND TRADITIONAL CUSTOMERS ? Portrait of a Man as a Traditional Consumer Values and Trends of the New Consumers Birth of the New Wine Consumer ? PART 11- REACHING THE NEW CONSUMER ? Traditional Marketing vs. Web Marketing Pouring Wines in New Ways: Marketing on Web 1.0 Web 2.0 and New Millennium: Innovative Ways for New Trends Web Communities and Netnography Wine and Branding

'Wine Brands is an intriguing look at how the Internet has irrevocably changed the way wine is found, purchased and enjoyed. The future of wine will depend heavily upon the mastery of its international online marketing and presence. Maria Sipka, CEO and Executive Co-Founder of Linqia

'In ways few have yet to grasp, Evelyne Resnick understands how to break through in a noisy world of ephemeral consumer attention spans and countless competing alternatives. This book is full of thought-provoking ideas and strategies for tapping the real power of the Internet and our new on-line society. Dave Nelsen, Founder and CEO of www.TalkShoe.com and Co-host of the CellarDwellers Winemaking podcast

As a professional wine writer I appreciate very well the importance of careful research. Evelyne Resnick consistently demonstrates an in-depth understanding of Internet wine market trends in traditional as well as emerging markets, which is rare in my experience. Allen Meadows, author of www.burghound.com

'Evelyne Resnick combines her broad-based experience living fully immersed in both French and American society to develop a unique perspective when viewing our wine culture. This is a book that will providlC˜