Search results for " marketing strategies"
showing 5 items of 5 documents
Marketing strategies for mediterranean wineries competitiveness the case of pantelleria
2013
Pantelleria is the largest of the Sicilian satellite islands. Its economy, after tourism, is based on farming. The main crop is the “Zibibbo” grape, from which it is obtained “Passito” and “Moscato di Pantelleria”, both sweet fortified wines. The aim of this study was to analyze the possible marketing strategies in order to boost the competitiveness of the Pantellian wine sector that produce a controlled designation of origin product. Besides, through an appropriate survey, we studied the organizational models of Pantellian wineries. In addition, through SWOT analysis, we spelled out the main factors of specificity of Pantellian wine chain to promote appropriate individual and collective co…
The communicative power of an extreme territory – the Italian island of Pantelleria and its passito wine
2018
Purpose This paper aims to examine how Pantelleria’s wineries communicate the extreme territory of Pantelleria through its passito wine and whether this may be a value added for consumers. Specifically examines which dimensions of communication are effectively used by wineries to stimulate, in wine consumers, emotions that link passito wine with the territory of Pantelleria. Design/methodology/approach All websites of wineries producing passito wine in Pantelleria were analyzed using the adaptation, goal-attainment, integration and latent pattern maintenance (AGIL) scheme for measuring communication dimensions. Findings Results suggest that wineries and stakeholders should apply territory-…
Adapting marketing strategies: a linguistic analysis of wine advertising in Spain, 1970-2010
2019
The Spanish wine sector has undergone a series of changes in the last decades, particularly due to the decreasing domestic demand and the growing international competence. Consequently, Spanish wineries have had to adapt to this new situation by adopting new marketing policies. The aim of this study is to explore to what extent these new policies have been applied by means of the linguistic analysis and comparison of different types of advertisement in specialized printed media, focusing on the specific frequency of the most used word families in adverts from the 70s to present day. A corpus of 640 adverts has been compiled. We have particularly paid attention to the words that have been us…
Kìnecʹ koncepcìï partnersʹkogo marketingu? Marketing 3.0 či zaklâttâ realʹnostì?
2016
This article provides various marketing concepts and orientation which were aimed at bringing positive and desired social effects for business activities. Nevertheless, in authors view, the theory does not reflect the reality of business practices. Therefore, a number of companies which are making use of aggressive marketing but in fact ignore the consumer needs were presented. This includes, among other things, the following markets: food, electronic one and even pharmaceutical. It seems that this is caused by monopolization process of global economy.
Gestión del cuerpo y planificación urbana: Desplazamiento de significado en la reivención de cuepos y ciudades
2020
Contemporary cities have administrations increasingly marked by urban planning guidelines that are guided by business and marketing and, to attract investments and tourists, implement strategies that aim to homogenize, spectacularize and control urban space. However, other experiences in the city potentially build new meaning to it, which would escape those strategically planned, creating alternative possibilities of uses, diverging from the way thar are predicted and proposed by the governmental power in their urban marketing strategies. The article discusses how the occupation of urban spaces by transvestites for prostitution may imply reflections on the role of norms of gender in the (re…