Contemporary Wine Marketing and Supply Chain Management: A Global Perspective

ISBN-13: 9781137492425 / Angielski / Twarda / 2015 / 245 str.

Daniel J. Flint; Paola Signori; Susan L. Golicic

Opis

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.

Recenzje

"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, Château Smith Haut Lafitte, Grand Cru Classé 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 Höhne, 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

Spis treści

List of Tables
List of Figures
List of Images
Acknowledgements
Introduction
1. A Global Overview of Wine
2. Forms of Markets
3. Organizational Foundations
4. Relationships
5. Innovation and Experimentation
6. Sustainability
7. Brand Management Fundamentals
8. Supply Chain Design
9. Market Research
10. Contemporary Branding Tactics
11. Toward Communication 4.0
12. Selling
13. Supply Chain Management
14. Performance Diagnosis
15. Conclusions and the Future of Wine Marketing and SCM

O autorze

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.