Wine Queens Understanding the Role of Women in Wine Marketing [Paperback]

This book explores a fairly unique wine marketing topic by examining the role and historic function of Wine Queens and Wine Kings. The author charts the history of Wine Queens in Europe, the Americas and Asia, while also focusing on cases from Slovenia. The difference between Wine Queens and Beauty Queens is also described?in light of marketing approaches used in the wine industry.?The book concludes?with a thoughtful chapter on the role of objectification of women in profit seeking.

The Initiation into the Wine Kingdom.- The World History of Wine Queens.- The Lessons from the Slovene Case.- The Material Inventory of Wine Queens.- The Marketing Approach in Wine Kingdom.- The Wine Queen and the Beauty Queen.- The Objectification Makes the Profit.- Concluding Thoughts.Mojca Ramaak, PhD in ethnology from University of Ljubljana, Slovenia; Full Professor of Anthropology. She is a researcher, postgraduate professor and writer in the field of ethnology, cultural/social anthropology and folklore, which go beyond the current disciplinary practice, with the focus on applied research and the use of critical, experimental and traditional forms of qualitative inquiry in the interests of social justice, dignity and human rights. Dr. Ramaak published several books in Slovene, English and Slovak language of the Slovene minority in Austria, honor and good name, and cultural perceptions of breast cancer.

Provides the historical background of womens honorary wine institutions  the wine queens

Explains?womens role in the promotion of wine and in informal wine culture education

Uncovers new approaches in marketing strategies of wine lifestyle and wine tourism

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