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

Evelyne Resnick (Author)

Book Description

Publication Date: July 22, 2008 | ISBN-10: 0230554032 | ISBN-13: 978-0230554030 | Edition: First Edition

The subject of wine marketing is widely treated by practitioners and marketing experts in many countries. But we are now entering a new era for marketers: peers trust peers. Top-down messaging is losing ground, while bottom-up buzz is gaining power. How can marketers and academics respond to this challenge in the wine industry? Every few months new technologies, new devices, and new practices require analysis, creative processes, and adaptation. E-marketing is a global strategy allowing the industry to reach niche markets. For the first time in history we are able to measure the consumption patterns of an entire market and adjust quickly to their behaviours. We are now leaving the Information Age and entering the Recommendation Age through opinion leaders and various trenders. 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 word, this book is an invaluable guide to anyone working in, or interested in the wine industry.

Editorial Reviews

Review

"'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 provide food for thought for anyone looking to develop a brand.' Jeff Morgan, winemaker (SoloRosa, Covenant) and author of Rose, A Guide to the World's Most Versatile Wine "Wine not only affords us wonderful vintages, but also wonderful encounters. Evelyne has now invited us to share her passionate involvement in the world of wine, a place she has known for years and in which she has developed many rich personal ties." Caroline Lestime, Domaine Jean-Noel Gagnard, Chassagne-Montrachet 'In a time where marketing books are dime a dozen, Evelyne comes up with a serious resource for the wine industry professional that is complete with relevant research, a comprehensive set of updated tools, and sound advice that all boils down to a must read for all those of us in the business.' Alejandro Audisio, Proprietor, Terroir Fine Wines and Spirits Merchants, Buenos Aires "Whether you consider her a marketing expert with a passion for wine, or a wine expert with a vast knowledge of marketing, Evelyne Resnick is always worth listening to." Mark Tungate, journalist and author, Adland: A History of Advertising 'I found marketing expert Evelyne Resnick's new book totally absorbing... packed with interesting information and new ways of thinking not just about wine marketing, but about how wine information is communicated and how it fits in today's culture and society. Wine Brands really is a valuable new resource.' - Tom Cannavan's wine-pages.com

About the Author

Evelyne Resnick has a Ph.D. from the Sorbonne in Paris and taught at UCLA (University of California, Los Angeles). She has authored several books and teaches MBA programs, specializing in Wine and Food, for international business schools. She co-founded ReSMO, an international consulting firm on e-marketing and e-strategy for fine wines and food in Paris, France. They count among their clients several prestigious "chateaux" in Bordeaux, various houses of Champagne and Burgundy as well as some international wineries. www.resmo.net

Product Details

• Hardcover: 256 pages
• Publisher: Palgrave Macmillan; First Edition edition (July 22, 2008)
• Language: English
• ISBN-10: 0230554032
• ISBN-13: 978-0230554030
• Product Dimensions: 9.3 x 6.5 x 0.7 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #434,636 in Books (See Top 100 in Books)
  • #73 in Books > Business & Investing > Marketing & Sales > Marketing > Industrial

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Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

5.0 out of 5 stars A revolutionary look at wine marketing, July 30, 2008

By 

Dr. P. Messar - See all my reviews

This review is from: Wine Brands: Success Strategies for New Markets, New Consumers and New Trends (Hardcover)

As a consumer goods' marketing and brand professional (regularly enjoying a glass of wine), I absolutely sped-read through this book. It explains succinctly the evolution of wine marketing, highlights how new marketing tools and communication media can be used to get into the "purchase consideration" of the ever elusive consumer. Additionally, the many real life case studies and examples from all over the world make for very enjoyable reading. Highly recommended for all marketing professionals as well as all wine lovers. Excellent & comprehensive!!!

3 of 3 people found the following review helpful:

5.0 out of 5 stars A rich blend of insights and ideas about modern wine brands, July 28, 2008

By 

R. Chelseth "robchel" (Shanghai, China) - See all my reviews

This review is from: Wine Brands: Success Strategies for New Markets, New Consumers and New Trends (Hardcover)

There may be as many opinions about how to best market wine as there are about how good wines should tastes, which makes filtering out the noise difficult. Wine Brands takes on this complex task in an admirable way. The book begins with an overview of the history of wine consumption around the world, and follows the evolution of the many varied traditions into the modern revolution in wine production and consumption. The author has a unique perspective that combines the sensitivities of a French native involved with wine together with a sound grasp of Anglo-American marketing. This makes for a rich blend of insights into exactly how current changes in both who today's wine drinkers are and how they enjoy wine must be matched with new ways of communicating and building relationships with them. The book offers many well documented examples on the wide range of efforts underway to reach these new consumers - from the most traditional forms of print media through the growing variety of Web 2.0 offerings. The text, illustrations and case studies are clearly presented so that both the amateur and wine professional will find something new and useful. The industry jargon is kept to a minimum and the conversational tone used makes it easy and enjoyable reading. Those connected to the wine industry will find this book a valuable tool for organizing their thoughts and developing business strategies. And the amateur will learn much as well - and pick up several interesting anecdotes sure to impress friends at the next tasting!

1.0 out of 5 stars Little value for marketers, August 9, 2011

By 

Byron Sharp (Adelaide, Australia) - See all my reviews
(REAL NAME)   

This review is from: Wine Brands: Success Strategies for New Markets, New Consumers and New Trends (Hardcover)

The author comes across as a nice person very interested in her topic but....this book....well... there are some nice sentences but as a complete work it's a rambling collection of unconnected stories (some interesting), poorly presented tables of data, quaint out-of-date (already) descriptions of internet marketing, and a near complete lack of insight and recommendations for marketers.

It's summed up perfectly by the tiny conclusion on the last page which says NOTHING. I'm afraid that I can not recommend this book for anyone in the wine industry who is looking to learn about wine marketing.