Abstract
Marketing wine is a New World concept. The Old World overlooks marketing strategy. As Don and Petie Kladstrup pointed out in their book Wine and War, until World War II most winemakers in Europe felt that the only thing they had to do was make wine, and that people would come to buy it. Advertising and marketing were things they did not think they had to do. Many, in fact, felt it was beneath them. Today, they know their survival depends a lot on marketing and advertising, but they are still not very good at it, while the New World wineries are marketing champions.
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Notes
Article by Linda Murphy, San Francisco Chronicle, March 8, 2007.
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© 2008 Evelyne Resnick
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Resnick, E. (2008). Traditional marketing versus web marketing. In: Wine Brands. Palgrave Macmillan, London. https://doi.org/10.1057/9780230583733_5
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DOI: https://doi.org/10.1057/9780230583733_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-36372-8
Online ISBN: 978-0-230-58373-3
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