Selling Wine - 5th ed. | Wine Marketing | Gérard Seguin, Emmanuelle Rouzet | Dunod

In an increasingly challenging context (rising global production, declining global demand, strong competition, and a pandemic), it has become essential for wine professionals to use marketing and sales techniques to market their products. The "quality" of the wines being marketed is essential, but it is no longer sufficient to meet consumer needs. It is urgent to develop one's "selling skills" and "communication skills" to improve wine marketing, both in France and internationally.

This updated fifth edition presents in a concrete and illustrated way the methods and tools that will help professionals to:

• Ensure effective market monitoring through the collection of information tailored to the wine sector;
• Position their product on the market by adapting it to the motivations of the target clientele with a coherent marketing mix (product, price, distribution, communication);
• Market wines by choosing, according to the distribution channels, appropriate sales techniques and tools (brochures, product sheets, tasting questionnaires, booth layout...) and effective business partners;
• Strengthen their commercial and promotional communication through e-marketing via the Internet, social networks, and mobile communication.

This book is aimed at all professionals in the "wine" sector (producers, cooperative managers, merchants, salespeople, wine merchants...), interprofessional organizations, winegrowers' syndicates, as well as stakeholders in large distribution. It will also be of interest to students in marketing, viticulture/enology, and wine marketing.

Characteristics:

• Format: Paperback
• EAN13: 9782100836666
• ISBN: 978-2-10-083666-6
• Publisher: Dunod
• Publication Date: 05/18/2022
• Collection: Vitivinicultural Practices
• Number of Pages: 304
• Dimensions: 24 x 17.2 x 1.7 cm
• Weight: 524 g
• Language: French