Wine and Identity Branding, Heritage, Terroir
-
- Hardcover
- Taschenbuch ausgewählt
- eBook
-
Sprache:Englisch
71,99 €
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
24.05.2017
Abbildungen
24 SW-Abb., 20 SW-Fotos, 4 SW-Zeichn., 13 Tabellen
Herausgeber
Matt Harvey + weitereVerlag
Taylor & FrancisSeitenzahl
272
Maße (L/B/H)
23,4/15,6/1,5 cm
Gewicht
418 g
Sprache
Englisch
ISBN
978-1-138-08208-3
In an increasingly competitive global market, winemakers are seeking to increase their sales and wine regions to attract tourists. To achieve these aims, there is a trend towards linking wine marketing with identity. Such an approach seeks to distinguish wine products - whether wine or wine tourism - from their competitors, by focusing on cultural and geographical attributes that contribute to the image and experience. In essence, marketing wine and wine regions has become increasingly about telling stories - engaging and provocative stories which engage consumers and tourists and translate into sales.
This timely book examines this phenomena and how it is leading to changes in the wine and tourism industries for the first time. It takes a global approach, drawing on research studies from around the world including old and new world wine regions. The volume is divided into three parts. The first - branding - investigates cases where established regions have sought to strengthen their brands or newer regions are striving to create effective emerging brands. The second - heritage - considers cases where there are strong linkages between cultural heritage and wine marketing. The third section - terroir - explores how a 'sense of place' is inherent in winescapes and regional identities and is increasingly being used as a distinctive selling proposition.
This significant volume showcasing the connections between place, identity, variety and wine will be valuable reading for students, researchers and academics interested in tourism, marketing and wine studies.
Noch keine Bewertungen vorhanden
Verfassen Sie die erste Bewertung zu diesem Artikel
Helfen Sie anderen Kundinnen und Kunden durch Ihre Meinung.
Kurze Frage zu unserer Seite
Vielen Dank für Ihr Feedback
Wir nutzen Ihr Feedback, um unsere Produktseiten zu verbessern. Bitte haben Sie Verständnis, dass wir Ihnen keine Rückmeldung geben können. Falls Sie Kontakt mit uns aufnehmen möchten, können Sie sich aber gerne an unseren Kund*innenservice wenden.
zum Kundenservice