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Author: Mojca Ramšak
Publisher: Springer Nature
ISBN: 3030892247
Category : Business & Economics
Languages : en
Pages : 123
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Book Description
This book is inspired by the term “digiwine,” a neologism referring to the production and/or marketing of wine through the use of new technologies and robotics such as vineyard information systems, sensor units, weather stations, drones, robotic harvesters, social media videos, digital labels, and wine apps. The alcohol industry is using these technologies to develop digital strategies and online tools for more efficient sales of wine. This book analyzes the use of digital alcohol marketing, the reasons for it, the role of regulation, and its social impact. In particular, malignant forms of alcohol marketing to youth are precisely described through exact case descriptions from the global milieu. The author questions whether the loopholes in the legislation or inefficiency of self-regulation have negative consequences that can no longer be prevented by public health care programs. When and how did the alcohol industry become so deeply interwoven in our lives that we mindlessly advertise and parade in its shadow on social media and that we increasingly buy alcohol digitally for fun, in innovative packaging, and with strange ingredients combinations? Dr. Mojca Ramšak’s book peels back the layers of the alcohol industry’s most obvious yet overlooked marketing tactics. It also reveals the sluggishness of preventive and curative efforts, as well as legal or self-regulatory measures, at keeping up with the alcohol industry’s use of technology. - Nadja Furlan Štante, Principal Research Associate and Professor of Religious Studies, Science and Research Centre of Koper, Slovenia.
Author: Mojca Ramšak
Publisher: Springer Nature
ISBN: 3030892247
Category : Business & Economics
Languages : en
Pages : 123
Get Book
Book Description
This book is inspired by the term “digiwine,” a neologism referring to the production and/or marketing of wine through the use of new technologies and robotics such as vineyard information systems, sensor units, weather stations, drones, robotic harvesters, social media videos, digital labels, and wine apps. The alcohol industry is using these technologies to develop digital strategies and online tools for more efficient sales of wine. This book analyzes the use of digital alcohol marketing, the reasons for it, the role of regulation, and its social impact. In particular, malignant forms of alcohol marketing to youth are precisely described through exact case descriptions from the global milieu. The author questions whether the loopholes in the legislation or inefficiency of self-regulation have negative consequences that can no longer be prevented by public health care programs. When and how did the alcohol industry become so deeply interwoven in our lives that we mindlessly advertise and parade in its shadow on social media and that we increasingly buy alcohol digitally for fun, in innovative packaging, and with strange ingredients combinations? Dr. Mojca Ramšak’s book peels back the layers of the alcohol industry’s most obvious yet overlooked marketing tactics. It also reveals the sluggishness of preventive and curative efforts, as well as legal or self-regulatory measures, at keeping up with the alcohol industry’s use of technology. - Nadja Furlan Štante, Principal Research Associate and Professor of Religious Studies, Science and Research Centre of Koper, Slovenia.
Author: Gergely Sznolnoki
Publisher: Springer
ISBN: 1137602988
Category : Business & Economics
Languages : en
Pages : 168
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Book Description
This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms.
Author:
Publisher:
ISBN: 9781349888139
Category : Business
Languages : en
Pages :
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Book Description
This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms.
Author: Melanie Hahn
Publisher: GRIN Verlag
ISBN: 366877207X
Category : Business & Economics
Languages : en
Pages : 33
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Book Description
Bachelor Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,00, University of applied sciences, course: International Wine Business, language: English, abstract: In past couple of years, social media has shaped the way of communication between brands and consumers and has opened the door for more interactive, personalized and engaging marketing strategies to increase not only brand awareness but also to build stronger customer-brand relationships that lead to brand loyalty. There is a lot of literature on engagement in brand-related online content and social media. Yoshida et al. define brand-related social media engagement as a voluntary contribution of an individual to the interaction between her/his favourite brand and other fellow brand users by sharing information, activating and co-creating content related to the specific brand. A customer’s voluntary contribution that is brand and/or product related is known as consumer engagement. Wine is often consumed within a social gathering. The product can be easily approached by engaging intuitive senses like the sense of taste and sense of smell. Therefore, it is a product to effortlessly strike up a conversation, get emotionally involved with, and exchange impressions within a social group. Consumers are very likely to have an opinion about the wine they tasted and are often enthusiastic to share it. This makes a wine-related brand seem predestined to gain from social media and might create new beneficial opportunities in the wine industry. Social media enables brands to communicate on more layers and give the customer insights into the business’ history, philosophy and values in combination with descriptive information about the product/brand itself. Interactive environments on social networking sites enable a two-way communication between consumers and brands which has a positive impact on the brand relationship, trust and also brand loyalty. The paper is structured the following way. The first section (the research question) gives more detail on the topic and identified research gaps in the literature. The methodology summarizes the specific ways research has been concluded for this paper. The focal point lies in the literature review and analysis of several case studies and findings. It summarizes and combines two main research topics, brand loyalty on social media and social media utilization in the (Austrian) wine industry. This literature review contributes to further research about specific impacts of social media on the wine industry. In this case with a focus on Austrian wine producers.
Author: Janeen Olsen
Publisher: Board and Bench Publishing
ISBN: 1935879510
Category : Cooking
Languages : en
Pages : 400
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Book Description
How can a small winery possibly compete with the marketing of massive wine companies? How can it hope to capture the over-stimulated mindshare of the modern consumer? By being strategic. This revised and updated edition to the bestselling book puts the vast bank of wine marketing knowledge within reach of industry novices, and fresh, practical, and powerful strategies into the hands of veteran brand managers and marketing professionals. With 100 pages of new and expanded material, this book addresses such topics as importing and exporting; logistical management; marketing your tasting room and wine region as a prime tourist destination; how to generate greater retail sales; and how to grab the benefits, while avoiding the dangers, of social networking and viral marketing.
Author: Marianna Sigala
Publisher: Springer
ISBN: 3319754629
Category : Business & Economics
Languages : en
Pages : 399
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Book Description
This book links research in wine marketing/management and wine tourism, offering international and multidisciplinary perspectives. Addressing the evolving nature of the wine tourism industry and market, the book brings in new research streams and technology advances such as; social media, customer empowerment and engagement, co-creation, social / responsible marketing and wine consumption. Each section includes an introductory chapter written by the editors discussing the aims and the chapters of the section. Section chapters provide theoretical and research based insights with practical implications, while every section is also complemented with case studies that further enrich the practice and industry implications of theory. Researchers will find in this book a holistic analysis of research and cases relating to the management and marketing of wine tourism businesses and visitors.
Author: Juliann Allen
Publisher: Springer Nature
ISBN: 3030953467
Category : Business & Economics
Languages : en
Pages : 626
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Book Description
For the 50th Anniversary of the Academy of Marketing Science, the 2021 AMS Annual Conference and Marketing World Congress celebrates the history of marketing while also exploring its future. This includes research on possible new theory discoveries and findings that could lead to more efficient and impactful responses by marketers to the current multi-faceted global challenge array. The volume proposes that marketers strive to continue to offer value in a socially responsible way to the consumers within. Articles in this volume explore the influence of marketing innovations leveraged by the rising influence of artificial intelligence, virtual reality, mechanamorphics, a proliferation of data, changing economic power concentration, and a myriad of other factors. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: DAVID SANDUA
Publisher: David Sandua
ISBN:
Category : Cooking
Languages : en
Pages : 259
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Book Description
"The Influence of Wine on Society" explores the rich and multifaceted history of wine and its profound impact on diverse spheres of human life. From its role in ancient rituals and modern celebrations to its influence on economics and culture, this book details how wine has been a symbol of luxury, sophistication, and community throughout the centuries. With an in-depth look at its role in health, politics, and technology, this work invites the reader on an exciting journey through the history and culture of wine, revealing how a simple beverage can have such a broad and lasting impact on society.
Author: G. Campbell
Publisher: Springer
ISBN: 0230609902
Category : Business & Economics
Languages : en
Pages : 277
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Book Description
This collection of essays comprises a number of case studies from key wine-growing regions and countries around the world. Contributors focus on the development of the wine business and its overall importance and impact in terms of the regional and domestic economy and the international economy
Author: Peter Schneckenleitner
Publisher: Springer Nature
ISBN: 3658406194
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
The academic conference Trends in Business Communication (TIBCOM) addresses current and upcoming trends in the communication sector. International scientists present their new findings in the fields of marketing and communication after a peer-review process. The presented content will be mapped and submitted in form of Full Scientific Papers and will be the subject of this conference proceedings. The international conference took place virtually on December 9, 2022.
