haku: @author Spawton, T. / yhteensä: 9
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| Tekijä: | Spawton, T. |
| Otsikko: | Marketing planning for wine |
| Lehti: | European Journal of Marketing
1991 : VOL. 25:3, p.5-48 |
| Asiasana: | MARKETING PLANNING WINE INDUSTRY BRANDS ADVERTISING DISTRIBUTION CHANNELS |
| Kieli: | eng |
| Tiivistelmä: | After an introduction to the wine economy and state of wine marketing, the wine-marketing environment is discussed in demographic, political, institutional and economic terms. Two markets are distinguished, fine wines and beverage wines, each operating independently of the other. Behavioural patterns of wine consumers are analysed. The wine product , its tangible and intangible benefits, price, advertising, branding and positioning considerations are offered. Hierarchical and parity ranging are distinguished, channels of distribution are evaluated. It is shown that marketing planning is essential for the winemaker; guidance is given to preparing a marketing plan using the Boston matrix and listing the elements of the marketing plan. |
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