Wine Marketing & Sales
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More About This Title Wine Marketing & Sales
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 completely 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.
Dr Janeen Olsen is a Professor of Marketing at Sonoma State University, where she teaches courses in international marketing, marketing management, marketing research and wine marketing, and develops international exchanges and educational programs. She has also conducted export seminars for business executives across Latin America and has organized and led wine industry tours of Chile for SSU. Her research on wine consumption, direct to consumer marketing and tasting room service and training has been published extensively in international business journals, and she has lectured on those topics throughout Europe, Asia, and Latin America. Janeen received her Ph.D. in Marketing, an MBA emphasizing International Marketing, and her BA in Spanish Literature from the University of Utah; she has completed courses in the Viticulture Management Certifi cate program at SRJC, Wine Studies at the Culinary Institute of America and is certified as a sommelier through the Court of Master Sommelier. Janeen lives in Vallejo, California, and is an avid cyclist, hiker, world traveler, and dog enthusiast. Dr Liz Thach (pronounced tosh”) is a management and wine business professor at Sonoma State University in the Wine Business Institute where she teaches in both the undergraduate and Wine MBA programs. In addition, she has 15 years of executive and management level experience at Fortune 500 companies and has done consulting and research projects for more than 40 different wineries. Liz has published over 90 articles and 4 wine books, including Wine: A Global Business. A fifth generation Californian, Liz now lives on Sonoma Mountain where she tends a small hobby vineyard and makes garagiste wine with her husband and daughter. Liz holds a doctorate in Human Resource Development from Texas A&M University; an M.A. in Organizational Communication and Management from Texas Tech University, and a B.A. in English from College of Notre Dame in Belmont, CA. She is Board member for two non-profits: Women for WineSense and WineSpirit, and serves frequently as a wine judge for competitions. Paul Wagner is an instructor for Napa Valley College’s Viticulture and Enology department and the Culinary Institute of America. He has lectured for Golden Gate University, MIB School of Management in Trieste, the University of Burgundy at Dijon, Sonoma State University and UC Berkeley extension in the fields of wine, wine marketing, and wine production. He has spoken throughout the world on communications, public affairs, wine and wine marketing. Paul formed Balzac Communications & Marketing on April 1, 1991, which has among its current clients some of the largest and most influential drinks companies in the world. In addition to authoring a number of articles on wine marketing, Paul is a regular columnist for Vineyard & Winery Management magazine and contributes to Allexperts.com in the field of wine and food. Paul was inducted into the Spadarini della Castellania di Soave in 2005 and in 2009 he was honored with a Life Dedicated to Wine” award at the Feria Nacional del Vino (FENAVIN) in Spain. Paul studied at the University of California at Santa Cruz and the Real Conservatorio de Musica in Seville, Spain. He lives in Napa, California with his wife Margaret, and is the proud father of two daughters, Elizabeth and Estelle.