Successful Social Media and Ecommerce Strategies in the Wine Industry

Szolnoki, Gergely (EDT)/ Thach, Liz (EDT)/ Kolb, Dani (EDT)

Palgrave Macmillan（2019/05発売）

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製本 Paperback:紙装版/ペーパーバック版
言語 ENG
商品コード 9781349888139
DDC分類 380

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.

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 of online 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 Garcia 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