Titlebook: Successful Wine Marketing; Kirby Moulton (Economist, Emeritus),James Lapsley Book 2001 Springer Science+Business Media New York 2001 wine

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Pricing and Programming scheduling of various price-related actions such as discounts, incentives, advertising campaigns, and new vintage or new product releases. Pricing decisions are influenced by profit objectives, brand competition, conventional pricing practices common to individual markets, various legal requirement

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Creating Pull Throughlabels look terrific, the glass mold is fantastic, the closure and cork are beautiful, and the graphic designs on the shipping carton are sharp. Everything is in place. Now winery A has got to take the wine to the marketplace. All the fun stops.

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Category Managementtems stocked in supermarkets and identified by Universal Product Codes, according to WineScan Reports published by the A.C. Nielsen Corporation, a major research organization. And there are many more items stocked elsewhere, for example, direct sale wines or wines without product codes. But Nielsen

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978-1-4757-6631-8Springer Science+Business Media New York 2001

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The Role of a National Importerective of this chapter is to raise the understanding of what these firms do and how they implement marketing strategies. The discussion is based on the experience of one major national import company, Frederick Wildman & Sons Ltd., a firm owned by the major brands that it represents.

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Defiance

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auxiliary

Advertisingr promotional activities can be effective. They provide a way for one winery to differentiate its brands from thousands of others available in the global marketplace. However, in order to use advertising effectively, a winery must know how advertising is supposed to work.