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Full Description
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.
Contents
List of Tables
List of Figures
1. Current Status of Global Wine Ecommerce and Social Media; Gergely Szolnoki, Liz Thach, and Dani Kolb
2. Wine on Facebook A look at Millennial's Wine Information Search; Lindsey M. Higgins, Marianne McGarry Wolf, and Mitchell J. Wolf
3. 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. Schulz
5. 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 Frost
6. Crowdsourcing in Wine Business: Co-creation and fundraising Experiences; Angela Mariani, Azzurra Annunziata, Francesco Nacchia, and Antonella Vastola
7. 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. Forbes
8. Wine Price Determination in online specialized Stores - An empirical Study for Argentina; Rodrigo García Arancibia, Edith Depetris Guiguet, and Gustavo Rossini
9. Cross-cultural Comparison of Social Media Usage in the Wine Industry: Differences between the United States and Germany; Carsten Hoffmann, Gergely Szolnoki, and Liz Thach
Index
