Wine marketing : a practical guide / 1st ed.
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作 者：C. Michael Hall and Richard Mitchell.
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ISBN：9780750654203
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简介
No one is better equipped to write such a book than the two Davids Clutterbuck and Megginson. Their detailed and meticulous work will serve as an invaluable resource for many coaches. Many of them may already be naturally using a combination of the techniques offered, but they way this book reinforces and contextualises them will help to consolidate the best practices currently deployed. The many case studies to which the authors refer well illustrate the techniques in application. I particularly welcomed the prominence given to Relationship (Chapter 1) and to Self-Knowledge (Chapter 4) the basis and the essence of good coaching and mentoring. John Whitmore, Author of Coaching for Performance and voted Britain's top Business coach in the Independent. The art of facilitating human development implies the eagerness and the ability to call upon multiples tools, disciplines and perspectives. This excellent book provides a wide variety of powerful techniques, concrete case studies and useful resources. David Clutterbuck and David Megginson continue to bring an essential contribution to build and enhance the coaching and mentoring professions. Philippe Rosinski, Master Certified Coach, Principal of Rosinski & Company and Author of Coaching Across Cultures "Techniques for Coaching and Mentoring confirms Clutterbuck and Megginson as the leading advocates for a professional, international, and yet very humanistic approach to one-to-one helping. The book offers the latest techniques from practitioners in the field coupled with real-life cases. A superb resource for all coaches and mentors and a must read for all those who want be learn more about one-to-one helping." Jim Herbolich, Director of Academic Affairs, European Foundation for Management Development (efmd)
No one is better equipped to write such a book than the two Davids Clutterbuck and Megginson. Their detailed and meticulous work will serve as an invaluable resource for many coaches. Many of them may already be naturally using a combination of the techniques offered, but they way this book reinforces and contextualises them will help to consolidate the best practices currently deployed. The many case studies to which the authors refer well illustrate the techniques in application. I particularly welcomed the prominence given to Relationship (Chapter 1) and to Self-Knowledge (Chapter 4) the basis and the essence of good coaching and mentoring.
John Whitmore, Author of Coaching for Performance and voted Britain's top Business coach in the Independent.
The art of facilitating human development implies the eagerness and the ability to call upon multiples tools, disciplines and perspectives. This excellent book provides a wide variety of powerful techniques, concrete case studies and useful resources.
David Clutterbuck and David Megginson continue to bring an essential contribution to build and enhance the coaching and mentoring professions.
Philippe Rosinski, Master Certified Coach, Principal of Rosinski & Company and Author of Coaching Across Cultures
"Techniques for Coaching and Mentoring confirms Clutterbuck and Megginson as the leading advocates for a professional, international, and yet very humanistic approach to one-to-one helping. The book offers the latest techniques from practitioners in the field coupled with real-life cases. A superb resource for all coaches and mentors and a must read for all those who want be learn more about one-to-one helping."
Jim Herbolich, Director of Academic Affairs, European Foundation for Management Development (efmd)
目录
Front cover 1
Wine marketing 4
Copyright page 5
Contents 6
List of boxes 8
List of figures 10
List of tables 12
List of plates 14
Acknowledgements 16
Chapter 1 Introduction: A practical approach to wine marketing 18
The context for wine marketing 19
Wine: an industry in flux 23
A market-driven approach 26
An experiential (experience-driven) approach 27
The complexity of the wine supply chain 32
From supply chain to value chain 40
The 8 Ps of the wine marketing mix 43
How this book works 48
Chapter summary 50
Further reading 50
Chapter 2 The international business environment of wine 52
Introduction 53
The competitive industry environment for wine 60
International, national and regional economy 77
Social and cultural trends 79
Institutional arrangements 84
Technology 89
Physical environment 90
Conclusions 96
Further reading 97
Chapter 3 The marketing dimensions of production processes: adding value to the vine 100
Introduction 101
Flexibility of production 104
The grape and the vineyard 104
Sustainable Wine growing as Sustainable Marketing 109
External Validation of Processes 121
Conclusions 123
Further reading 127
Chapter 4 Cellar door: direct sales, brand building and relationships 129
The marketing context of the cellar door 130
Key motivations for the cellar door visit 134
Gathering market intelligence at the cellar door 139
The cellar door as a sales outlet 143
Relationship marketing at the cellar door 146
Brand building 156
Chapter summary 157
Further reading 159
Chapter 5 The role of intermediaries 160
Introduction 161
Intermediaries and their varied roles 162
Wine intermediaries and trust 169
Relationship marketing 172
Chapter summary 174
Practical wine marketing insights 175
Further reading 175
Chapter 6 Retailing 177
Introduction 178
The retail market power of supermarkets 180
Global sourcing and supply systems 182
Small is beautiful? 185
State alcohol monopolies 190
Duty-free retail 194
Internet retail 195
The retail servicescape 196
Influencing customer behaviour 200
Conclusions 201
Further reading 203
Chapter 7 Licensed premises 205
Eating out 207
Making wine available at restaurants and licensed premises 211
Restaurant wine marketing strategies 217
Conclusions 221
Further reading 222
Chapter 8 Wine events 224
Wine events and festivals 225
Industry wine events 227
Public wine events 227
Event marketing management 232
Conclusions 239
Further reading 241
Chapter 9 Wine brand image agents: advertising, endorsements, reviews and media 242
Introduction 243
Induced wine brand image agents 245
Autonomous wine brand image agents 261
A note on organic wine brand image agents 274
Chapter summary 274
Further reading 275
Chapter 10 Marketing cooperation: regions, networks and clusters 276
Introduction 277
Wine networks and clusters 278
Place-based marketing and cooperation 284
Legal protection of place brands 285
Regional collaboration 293
Cooperation with other sectors: wine tourism 297
National- and state-level marketing collaboration 301
Conclusions 309
Further reading 311
Chapter 11 Conclusions: To market to market 312
Introduction 313
Trends in wine consumption and production behaviour 314
Conclusions: Practical wine marketing 322
Recommended reading 325
References 326
Index 357
A 357
B 357
C 357
D 358
E 358
F 358
G 358
H 358
I 358
J 359
L 359
M 359
N 359
O 359
P 359
Q 360
R 360
S 360
T 360
U 360
V 361
W 361
Y 361
Z 361
Colour plates 362
Wine marketing 4
Copyright page 5
Contents 6
List of boxes 8
List of figures 10
List of tables 12
List of plates 14
Acknowledgements 16
Chapter 1 Introduction: A practical approach to wine marketing 18
The context for wine marketing 19
Wine: an industry in flux 23
A market-driven approach 26
An experiential (experience-driven) approach 27
The complexity of the wine supply chain 32
From supply chain to value chain 40
The 8 Ps of the wine marketing mix 43
How this book works 48
Chapter summary 50
Further reading 50
Chapter 2 The international business environment of wine 52
Introduction 53
The competitive industry environment for wine 60
International, national and regional economy 77
Social and cultural trends 79
Institutional arrangements 84
Technology 89
Physical environment 90
Conclusions 96
Further reading 97
Chapter 3 The marketing dimensions of production processes: adding value to the vine 100
Introduction 101
Flexibility of production 104
The grape and the vineyard 104
Sustainable Wine growing as Sustainable Marketing 109
External Validation of Processes 121
Conclusions 123
Further reading 127
Chapter 4 Cellar door: direct sales, brand building and relationships 129
The marketing context of the cellar door 130
Key motivations for the cellar door visit 134
Gathering market intelligence at the cellar door 139
The cellar door as a sales outlet 143
Relationship marketing at the cellar door 146
Brand building 156
Chapter summary 157
Further reading 159
Chapter 5 The role of intermediaries 160
Introduction 161
Intermediaries and their varied roles 162
Wine intermediaries and trust 169
Relationship marketing 172
Chapter summary 174
Practical wine marketing insights 175
Further reading 175
Chapter 6 Retailing 177
Introduction 178
The retail market power of supermarkets 180
Global sourcing and supply systems 182
Small is beautiful? 185
State alcohol monopolies 190
Duty-free retail 194
Internet retail 195
The retail servicescape 196
Influencing customer behaviour 200
Conclusions 201
Further reading 203
Chapter 7 Licensed premises 205
Eating out 207
Making wine available at restaurants and licensed premises 211
Restaurant wine marketing strategies 217
Conclusions 221
Further reading 222
Chapter 8 Wine events 224
Wine events and festivals 225
Industry wine events 227
Public wine events 227
Event marketing management 232
Conclusions 239
Further reading 241
Chapter 9 Wine brand image agents: advertising, endorsements, reviews and media 242
Introduction 243
Induced wine brand image agents 245
Autonomous wine brand image agents 261
A note on organic wine brand image agents 274
Chapter summary 274
Further reading 275
Chapter 10 Marketing cooperation: regions, networks and clusters 276
Introduction 277
Wine networks and clusters 278
Place-based marketing and cooperation 284
Legal protection of place brands 285
Regional collaboration 293
Cooperation with other sectors: wine tourism 297
National- and state-level marketing collaboration 301
Conclusions 309
Further reading 311
Chapter 11 Conclusions: To market to market 312
Introduction 313
Trends in wine consumption and production behaviour 314
Conclusions: Practical wine marketing 322
Recommended reading 325
References 326
Index 357
A 357
B 357
C 357
D 358
E 358
F 358
G 358
H 358
I 358
J 359
L 359
M 359
N 359
O 359
P 359
Q 360
R 360
S 360
T 360
U 360
V 361
W 361
Y 361
Z 361
Colour plates 362
Wine marketing : a practical guide / 1st ed.
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