Marketing Del Vino Estrategia Valor Y Digitalizacion

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MARKETING DEL VINO

Author : Alfredo Ruiz Santolaya
Publisher : ESIC Editorial
ISBN 13 : 841948072X
Total Pages : 299 pages
Book Rating : 4.4/5 (194 download)

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Book Synopsis MARKETING DEL VINO by : Alfredo Ruiz Santolaya

Download or read book MARKETING DEL VINO written by Alfredo Ruiz Santolaya and published by ESIC Editorial. This book was released on 2023-03-23 with total page 299 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tienes en tus manos un libro cuya esencia es la neurocomunicación, como si fuera el kilómetro cero del marketing, allí donde se crea el valor de todos esos maravillosos vinos que tenemos en la cabeza. Hablaremos a través de sus páginas de los experimentos de Frederic Brochet, con sus vinos baratos que parecían caros; de la excelente propuesta sobre neuromarketing de Roberto M. Álvarez del Blanco; desmontaremos la falsedad del dicho popular «sobre gustos no hay nada escrito»... ¡Ah!, y evocaremos el famoso vino de los ángeles. Además, disfrutaremos de un recorrido por más de 70 casos de bodegas, a través del corazón de grandes marcas y pequeñas propuestas diferenciales. Todo ello sumado a numerosas entrevistas y reflexiones de diversos profesionales del sector. Y ante la pregunta de «¿cómo crear valor?», aplicaremos lo que los grandes gurús de la estrategia —Kotler, Porter, Ries, Trout, Aaker— nos han recomendado. Nos pasearemos por la place de Bordeaux, vendiendo vinos de mil euros. Viajaremos a Taiwán, Italia, Hungría, Canadá, Georgia… Escucharemos a George Armitage cuando reduce los estímulos de comunicación de 5 a 9, y nos preguntaremos «¿qué tengo que eliminar?». Y para los profesionales del marketing, descubriremos cómo la espiral de Fibonacci genera excelentes piezas de comunicación, buenas etiquetas y mejores fotos. Para terminar, hablaremos del concepto «medida del rendimiento » en el apartado comercial. Y todo esto, además, lo haremos digital, porque la digitalización ha llegado para quedarse. En resumen, un libro para disfrutar, anotar y aplicar. Y, ante todo, ¡que vivan los buenos vinos! Índice Prólogo.- Introducción.- Estrategia, posicionamiento y valor.- ¿Cómo conocer nuestro mercado actual y su futuro?: mercados y perfiles de consumo.- ¿Cómo conocer nuestro mercado actual y su futuro?: nuevos consumidores, nuevos mercados, nuevos vinos.- El porfolio en vinos tranquilos.- Precios. Valor y percepción.-Neurocomunicación en el mundo del vino.- Claves de marca y branding en vinos de calidad.- Marketing digital en el sector del vino.- Enoturismo y experiencia de cliente.- Bibliografía.

MARKETING DEL VINO. Estrategia, valor y digitalización

Author : Ruiz Santolaya, Alfredo
Publisher : ESIC
ISBN 13 : 8419480746
Total Pages : 403 pages
Book Rating : 4.4/5 (194 download)

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Book Synopsis MARKETING DEL VINO. Estrategia, valor y digitalización by : Ruiz Santolaya, Alfredo

Download or read book MARKETING DEL VINO. Estrategia, valor y digitalización written by Ruiz Santolaya, Alfredo and published by ESIC. This book was released on 2023-03-23 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tienes en tus manos un libro cuya esencia es la neurocomunicación, como si fuera el kilómetro cero del marketing, allí donde se crea el valor de todos esos maravillosos vinos que tenemos en la cabeza. Hablaremos a través de sus páginas de los experimentos de Frederic Brochet, con sus vinos baratos que parecían caros; de la excelente propuesta sobre neuromarketing de Roberto M. Álvarez del Blanco; desmontaremos la falsedad del dicho popular «sobre gustos no hay nada escrito»... ¡Ah!, y evocaremos el famoso vino de los ángeles. Además, disfrutaremos de un recorrido por más de 70 casos de bodegas, a través del corazón de grandes marcas y pequeñas propuestas diferenciales. Todo ello sumado a numerosas entrevistas y reflexiones de diversos profesionales del sector. Y ante la pregunta de «¿cómo crear valor?», aplicaremos lo que los grandes gurús de la estrategia —Kotler, Porter, Ries, Trout, Aaker— nos han recomendado. Nos pasearemos por la place de Bordeaux, vendiendo vinos de mil euros. Viajaremos a Taiwán, Italia, Hungría, Canadá, Georgia… Escucharemos a George Armitage cuando reduce los estímulos de comunicación de 5 a 9, y nos preguntaremos «¿qué tengo que eliminar?». Y para los profesionales del marketing, descubriremos cómo la espiral de Fibonacci genera excelentes piezas de comunicación, buenas etiquetas y mejores fotos. Para terminar, hablaremos del concepto «medida del rendimiento » en el apartado comercial. Y todo esto, además, lo haremos digital, porque la digitalización ha llegado para quedarse. En resumen, un libro para disfrutar, anotar y aplicar. Y, ante todo, ¡que vivan los buenos vinos!

Hacia un modelo de posicionamiento de marketing internacional de los vinos de España

Author :
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (914 download)

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Book Synopsis Hacia un modelo de posicionamiento de marketing internacional de los vinos de España by :

Download or read book Hacia un modelo de posicionamiento de marketing internacional de los vinos de España written by and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: El aumento del comercio internacional de vino muestra como la globalización es una realidad que se manifiesta con gran intensidad en el sector vitivinícola. En los últimos años el sector ha protagonizado importantes cambios que se reflejan tanto en el comportamiento de la oferta y en el consumo. El presente trabajo trata de mostrar el potencial que subyace en la marca país como instrumento generador de valor para el sector vinícola. También se examinan los efectos de la denominada co-creación, el Service Dominant Logic y el many-to-many marketing, que atribuyen una gran importancia a la participación activa de los clientes en el proceso de desarrollo de nuevos productos y/o servicios para favorecer el éxito de la innovación. Como ocurre en el caso del turismo del vino. Palabras clave: Sector vinícola, marca país, co-creación, Service Dominant Logic, many-to-many marketing y turismo del vino.

La estrategia de marketing de las empresas vitivinícolas

Author : Alfonso Gómez Aguirre
Publisher : Ewe Editorial Acad MIA Espa Ola
ISBN 13 : 9783659010866
Total Pages : 148 pages
Book Rating : 4.0/5 (18 download)

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Book Synopsis La estrategia de marketing de las empresas vitivinícolas by : Alfonso Gómez Aguirre

Download or read book La estrategia de marketing de las empresas vitivinícolas written by Alfonso Gómez Aguirre and published by Ewe Editorial Acad MIA Espa Ola. This book was released on 2012-05 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: El gran peso del sector vitivinicola dentro de la economia espanola le convierte en uno de los mercados estrategicos en el crecimiento de las empresas espanolas en el contexto internacional. La situacion de crisis que atraviesa la economia espanola obliga a buscar formas de competir en los mercados exteriores y a refortalecer la posicion en aquellos sectores en los que las empresas espanolas pueden llegar a ser lideres. La asignatura pendiente radica en la imagen que los vinos espanoles tienen en los mercados exteriores, que no se corresponde con la elevada calidad de los caldos. Ello obliga a un replanteamiento global de la estrategia de marketing de las empresas pertenecientes a este sector. Este trabajo pretende, a partir de un analisis estrategico global, arrojar luz sobre la imagen comercial del vino espanol, a la vez que proponemos algunas claves para mejorar el rendimiento de las empresas vitivinicolas en los mercados internacionales. Este libro se ha elaborado en coautoria con la Dra. Blanca Garcia Gomez, Premio Extraordinario de Doctorado y Premio a la Mejor Tesis Doctoral en Marketing 2009.Profesora Titular de Marketing en la Universidad de Valladolid."

Marketing digital, cómo crear valor y vinculación

Author :
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (936 download)

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Book Synopsis Marketing digital, cómo crear valor y vinculación by :

Download or read book Marketing digital, cómo crear valor y vinculación written by and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: La tecnología ha dotado a empresas y a consumidores con nuevas vías de comunicación y cooperación. Las nuevas tecnologías de la información, y en especial Internet, han proporcionado las bases para una comunicación directa entre empresas y consumidores, han eliminado las barreras físicas de la distribución, y han simplificado las acciones de compra a un clic del ratón. El presente estudio analiza la relación existente entre el marketing y los nuevas herramientas de comunicación que la Web ha proporcionado: el marketing digital. Para ello, el contenido se encuentra dividido en dos partes totalmente interconectadas. A través de la primera parte, se analiza la evolución del marketing y el papel del marketing digital en dicho cambio, así como la importancia del posicionamiento online para las empresas, y cuáles son las herramientas que consiguen maximizarlo. A su vez, la segunda parte, está dedicada a la creación de una estrategia de contenidos digitales con el objetivo de crear valor, atraer consumidores y generar transacciones comerciales.

Comercialización y marketing del vino

Author : José Ignacio García Jiménez (ed.)
Publisher :
ISBN 13 : 9788460742395
Total Pages : 185 pages
Book Rating : 4.7/5 (423 download)

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Book Synopsis Comercialización y marketing del vino by : José Ignacio García Jiménez (ed.)

Download or read book Comercialización y marketing del vino written by José Ignacio García Jiménez (ed.) and published by . This book was released on 2002 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Ubiquitous Music

Author : Damián Keller
Publisher : Springer
ISBN 13 : 3319111523
Total Pages : 175 pages
Book Rating : 4.3/5 (191 download)

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Book Synopsis Ubiquitous Music by : Damián Keller

Download or read book Ubiquitous Music written by Damián Keller and published by Springer. This book was released on 2014-11-27 with total page 175 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first monograph dedicated to this interdisciplinary research area, combining the views of music, computer science, education, creativity studies, psychology, and engineering. The contributions include introductions to ubiquitous music research, featuring theory, applications, and technological development, and descriptions of permanent community initiatives such as virtual forums, multi-institutional research projects, and collaborative publications. The book will be of value to researchers and educators in all domains engaged with creativity, computing, music, and digital arts.

Fundamentals of Marketing

Author : Miguel Santesmases Mestre
Publisher :
ISBN 13 : 9788436825435
Total Pages : 0 pages
Book Rating : 4.8/5 (254 download)

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Book Synopsis Fundamentals of Marketing by : Miguel Santesmases Mestre

Download or read book Fundamentals of Marketing written by Miguel Santesmases Mestre and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the English edition of the first marketing book in Spanish to be adapted to the European Space for Higher Education, which has been written with the new requirements of the recent official degrees in mind. In addition to its theoretical presentation illustrated with many examples, each chapter starts with a business situation, and closes with a case study with practice topics, key terms and review questions, along with related Internet links and specific bibliography. In addition, teachers and students are provided with complementary on-line material on the book’s website: www.miguelsantesmases.com/fm.htm This textbook presents the fundamentals of marketing, the market, the consumer’s environment and behaviour, the marketing research, and the information systems. It later goes deeper into the marketing tools (product and services management, pricing, communication, sales, distribution and, lastly, the marketing plan), all supported by examples and case studies. Chapters dealing with relationship marketing, customer relations management, new communication technologies and emerging marketing techniques have also been included. Fundamentals of Marketing offers a modern approach, adapted to the new teaching methodologies which will make both the teaching and learning of the principles of marketing much easier.

Employment in Metropolitan Areas

Author : United States. Bureau of Labor Statistics
Publisher :
ISBN 13 :
Total Pages : 126 pages
Book Rating : 4.:/5 (319 download)

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Book Synopsis Employment in Metropolitan Areas by : United States. Bureau of Labor Statistics

Download or read book Employment in Metropolitan Areas written by United States. Bureau of Labor Statistics and published by . This book was released on 1947 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Innovation in Marketing

Author : Jonah C. Pardillo
Publisher :
ISBN 13 : 9781773610160
Total Pages : 0 pages
Book Rating : 4.6/5 (11 download)

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Book Synopsis Innovation in Marketing by : Jonah C. Pardillo

Download or read book Innovation in Marketing written by Jonah C. Pardillo and published by . This book was released on 2017-11 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every company or business establishment aims at making more sales than the competitor. Different strategies of ensuring effective marketing are put in place often. However, over the past years, things seem to have changed a lot. Unlike in the past when marketing was done based on the old strategies, things have already taken a new path, and modernization is gradually dominating. This has seen businesses and other establishments adapt to the different strategies of marketing, with the hope of making landmark strides in development. Innovation is among the key moves that companies are taking today. The main intention of embracing innovation is to ensure that companies are able to maneuver through the market landscape and still emerge authoritative. Over the years, innovation has really grown and more companies are embracing the same just to make sure that their progress is in the right direction. In most cases, innovation is motivated by the growing technology. Marketers develop and grow ideas based on the technological innovations that have been taking place globally. The value of innovation remains undisputed and that is not about to change. In as much as innovation remains as a key priority for businesses, there are marketers who do not have an idea of what the wave of innovation is all about. As unfortunate as that may sound, the same truth remains. There has been the need to inform the world of what innovation is all about and what can be done to facilitate goal achievement in any business. We must appreciate that innovation is here to stay. It is a force that cannot be denied at all. It is something that any business needs to make strides towards the right direction. It is a necessary force. Having noted that, business organizations are left with absolutely no choice than to consider innovation as part of their operations. Any other marketer out there is gradually adapting to innovate and this must reflect across the board.The focus of this book is to equip prospective, budding, and existing marketers with all the necessary knowledge on how they can marry innovation and marketing in order to improve results. We appreciate the fact that most marketers out there are in the hunt for information on innovation. It is for this reason that this book came to existence. All content found here is beneficial to marketers in the sense that it directs them towards the modern trends of innovation. The author of this book has a rich background in marketing. This means that all content in the book is justified from a professional point of view. The book is built around facts and justified information, hence offering an assurance to the readers that what they are about to read is indeed focused towards the right direction. Developing good marketing and subsequent good returns in businesses is a fundamental requirement of any business what wishes to progress well in the long run.

Best of the Grapevine

Author :
Publisher :
ISBN 13 : 9780933685123
Total Pages : 296 pages
Book Rating : 4.6/5 (851 download)

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Book Synopsis Best of the Grapevine by :

Download or read book Best of the Grapevine written by and published by . This book was released on 1985 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Beyond WikiLeaks

Author : Benedetta Brevini
Publisher : Springer
ISBN 13 : 113727574X
Total Pages : 393 pages
Book Rating : 4.1/5 (372 download)

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Book Synopsis Beyond WikiLeaks by : Benedetta Brevini

Download or read book Beyond WikiLeaks written by Benedetta Brevini and published by Springer. This book was released on 2013-04-16 with total page 393 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 2010 release of US embassy diplomatic cables put WikiLeaks into the international spotlight. Revelations by the leaks sparked intense debate within international diplomacy, journalism and society. This book reflects on the implications of WikiLeaks across politics and media, and on the results of leak journalism and transparency activism.

Tourism and Sustainable Economic Development

Author : Amedeo Fossati
Publisher : Springer Science & Business Media
ISBN 13 : 1461543215
Total Pages : 259 pages
Book Rating : 4.4/5 (615 download)

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Book Synopsis Tourism and Sustainable Economic Development by : Amedeo Fossati

Download or read book Tourism and Sustainable Economic Development written by Amedeo Fossati and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: For many countries tourism is an industry of great economic significance; it is seen as a main instrument for regional development, as it stimulates new economic activities. Tourism may have a positive economic impact on the balance of payments, on employment, on gross income and production, but it may also have negative effects, particularly on the environment. Questions arise as to whether it is possible to keep on developing tourism in a certain area without negative or irreversible influences on the environment. Tourism and Sustainable Economic Development provides a theoretical framework for these problems, as well as practical illustrations on the following topics: the conditions under which specialization in tourism is not harmful for economic growth; the trade-offs, if any, between tourism development and economic growth; the need for government intervention and the various policy options and instruments available to policy makers. The book comprises two parts. The first part presents general views on tourism and sustainable economic development, and some opinions on the relationship between tourism and the environment. Some of the basic concepts implicit in sustainability are examined in relation to regional development, urban tourism, art cities, and rural tourism. The second part of the book concentrates on strategies and policy instruments. The purpose is to concisely define and bring together some policies which appear to be necessary, and whose implementation is required if we are to reconcile tourism development with the protection and conservation of the environment. Some analytical tools for policy making with regard to tourism and the environment are developed. As will become clear, there are many gaps in our knowledge that need to be filled if we are to be successful in controlling tourism in a way that puts this important industry onto a sustainable development path.

Defining Marketing

Author : Christian Grönroos
Publisher :
ISBN 13 :
Total Pages : 9 pages
Book Rating : 4.:/5 (614 download)

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Book Synopsis Defining Marketing by : Christian Grönroos

Download or read book Defining Marketing written by Christian Grönroos and published by . This book was released on 1989 with total page 9 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Conservation of Living Religious Heritage

Author : Herb Stovel
Publisher :
ISBN 13 :
Total Pages : 128 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Conservation of Living Religious Heritage by : Herb Stovel

Download or read book Conservation of Living Religious Heritage written by Herb Stovel and published by . This book was released on 2005 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Social Media in Travel, Tourism and Hospitality

Author : Professor Evangelos Christou
Publisher : Ashgate Publishing, Ltd.
ISBN 13 : 1409485145
Total Pages : 339 pages
Book Rating : 4.4/5 (94 download)

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Book Synopsis Social Media in Travel, Tourism and Hospitality by : Professor Evangelos Christou

Download or read book Social Media in Travel, Tourism and Hospitality written by Professor Evangelos Christou and published by Ashgate Publishing, Ltd.. This book was released on 2012-10-01 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media is fundamentally changing the way travellers and tourists search, find, read and trust, as well as collaboratively produce information about tourism suppliers and tourism destinations. Presenting cutting-edge theory, research and case studies investigating Web 2.0 applications and tools that transform the role and behaviour of the new generation of travellers, this book also examines the ways in which tourism organisations reengineer and implement their business models and operations, such as new service development, marketing, networking and knowledge management. Written by an international group of researchers widely known for their expertise in the field of the Internet and tourism, chapters include applications and case studies in various travel, tourism and leisure sectors.

Media Education in Latin America

Author : Julio-César Mateus
Publisher : Routledge
ISBN 13 : 0429534671
Total Pages : 293 pages
Book Rating : 4.4/5 (295 download)

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Book Synopsis Media Education in Latin America by : Julio-César Mateus

Download or read book Media Education in Latin America written by Julio-César Mateus and published by Routledge. This book was released on 2019-07-22 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a systematic study of media education in Latin America. As spending on technological infrastructure in the region increases exponentially for educational purposes, and with national curriculums beginning to implement media related skills, this book makes a timely contribution to new debates surrounding the significance of media literacy as a citizen’s right. Taking both a topical and country-based approach, authors from across Latin America present a comprehensive perspective of the region and address issues such as the political and social contexts in which media education is based, the current state of educational policies with respect to media, organizations and experiences that promote media education.