Stratégies et marketing du vinb | Yohan Castaing

Facing global overproduction, competition from all corners of the world, and consumers whose expectations and behaviors are surprising every day, the French wine industry must constantly evolve and improve its marketing techniques. This book decrypts, by way of example, 18 very diverse case studies, true success stories in the world of wine or confirmed commercial failures. For each case, the presentation of the company, its issues, the context, the stakes, the approach, and the tools used for implementing the marketing strategy are detailed. Each case ends with a checklist of marketing tools and lessons to be drawn for optimal application. This book is aimed at all professionals in the wine industry facing practical marketing questions, as well as students in wine marketing and management.