Successful Social Media and Ecommerce Strategies in the Wine Industry

Inbunden, Engelska, 2015

Av Gergely Sznolnoki, Liz Thach, Dani Kolb

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This book focuses on principles and practices in digital wine marketing. By providing a global overview of social media and e-commerce strategies and practices in the wine business, this book allows readers to understand how consumers and producers deal with these modern communication and selling platforms.

Produktinformation

Utgivningsdatum2015-12-21
Mått140 x 216 x undefined mm
FormatInbunden
SpråkEngelska
Antal sidor168
FörlagPalgrave Macmillan
ISBN9781137602978

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Gergely Szolnoki is Senior Research Associate at Geisenheim University, Germany, where he researches consumer behavior, market analysis, wine sensory, and social media. He has published several articles and books in German, English and Hungarian.Liz Thach is Distinguished Professor of Wine and Professor of Management at Sonoma State University, USA. She also works as a wine judge and serves on several non-profit wine boards.Dani Kolb is a manager at Kellen Global Association Management Company, where she is responsible for the communication activities of associations from various industries and professions. She has an MBA in Wine and Spirits from the Bordeaux Management School, France.

List of TablesList of Figures1. Current Status of Global Wine Ecommerce and Social Media; Gergely Szolnoki, Liz Thach, and Dani Kolb2. Wine on Facebook A look at Millennial's Wine Information Search; Lindsey M. Higgins, Marianne McGarry Wolf, and Mitchell J. Wolf3. Online Communication Approaches and Social Networks in traditional Wine Regions: A Case Study from Italy; Roberta Capitello, Lara Agnoli, and Diego Begalli 4. Word of Mouth Impulses boost Wines of Germany – A Case Study; Frank R. Schulz5. The Use of Social Media in the Wine Event Industry: A Case Study of the High Country Harvest in Australia; Paul Strickland, Kim M. Williams, Jennifer Laing, and Warwick Frost6. Crowdsourcing in Wine Business: Co-creation and fundraising Experiences; Angela Mariani, Azzurra Annunziata, Francesco Nacchia, and Antonella Vastola7. Are Customers having E-conversations about your Wine? The Importance ofonline Discussion Forums as electronic Word of mouth for Wine Marketers; David L. Dean and Sharon L. Forbes8. Wine Price Determination in online specialized Stores – An empirical Study for Argentina; Rodrigo García Arancibia, Edith Depetris Guiguet, and Gustavo Rossini9. Cross-cultural Comparison of Social Media Usage in the Wine Industry: Differences between the United States and Germany; Carsten Hoffmann, Gergely Szolnoki, and Liz ThachIndex