Contemporary Wine Marketing and Supply Chain Management A Global Per
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
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Contemporary Wine Marketing and Supply Chain Management A Global Perspective
Daniel J. Flint, Paola Signori, and Susan L. Golicic
CONTEMPORARY WINE MARKETING AND SUPPLY CHAIN MANAGEMENT Copyright © Daniel J. Flint, Paola Signori, and Susan L. Golicic 2016 Softcover reprint of the hardcover 1st edition 2016 978-1-137-49242-5 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission. In accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. First published 2016 by PALGRAVE MACMILLAN The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act 1988. Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire, RG21 6XS. Palgrave Macmillan in the US is a division of Nature America, Inc., One New York Plaza, Suite 4500, New York, NY 10004-1562. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. ISBN: 978-1-349-55711-0 E-PDF ISBN: 978-1-137-49243-2 DOI: 10.1057/9781137492432 Distribution in the UK, Europe and the rest of the world is by Palgrave Macmillan®, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Library of Congress Cataloging-in-Publication Data Names: Flint, Daniel J., author. | Golicic, Susan L., author. Title: Contemporary wine marketing and supply chain management : a global perspective / Daniel J. Flint, Paola Signori, Susan L. Golicic. Description: New York : Palgrave Macmillan, 2015. Identifiers: LCCN 2015021348 | ISBN 9781137492425 (hardback) Subjects: LCSH: Wine industry—Marketing. | Strategic planning. | BISAC: BUSINESS & ECONOMICS / Marketing / Industrial. | BUSINESS & ECONOMICS / Strategic Planning. | ANTIQUES & COLLECTIBLES / Wine. Classification: LCC HD9370.5 .F55 2015 | DDC 663/.200688—dc23 LC record available at http://lccn.loc.gov/2015021348 A catalogue record for the book is available from the British Library.
Contents
List of Tables
vii
List of Figures
ix
List of Images
xi
Acknowledgments
xiii
Introduction
xvii
1
A Global Overview of Wine
1
2
Forms of Markets
15
3
Organizational Foundations
31
4
Relationships
45
5
Innovation and Experimentation
63
6
Sustainability
83
7
Brand Management Fundamentals
97
8
Supply Chain Design
117
9
Market Research
131
10
Contemporary Branding Tactics
151
11
Toward Communication 4.0
167
12
Selling
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