Success Strategies for New Consumers, New Markets and New Trends
Wine is a cultural product and its perception varies from one country to another. The knowledge of the wine and food habits of a country allows the marketer and academic to understand better its new consuming patterns. That is why the first part of Wine Brands is devoted to analysing the links between culture and consumers’ behavioral patterns in France, the US, Japan, China, Russia and India.
Once marketers and acamedics master their markets, it is easier to choose the right marketing tools: traditional marketing or new technologies, such as blogs, wikis, web sites, podcasts. It then allows to implement the right strategy to position a wine on the targeted market.
Wine Brands. Success Strategies for New Consumers, New Markets and New Trends by Evelyne Resnick is available on amazon.com and at the Athenaeum du Vin et de la Vigne in Beaune.