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Fine wines and Facebook Ignore social sites at your peril

Fine wines and Facebook Ignore social sites at your peril Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Famous wines – and other luxury brands – might be topics of conversation among the well‐heeled who frequent the finest establishments, but marketers who want to promote such brands effectively need to know that there are other places where potential customers might “meet” in a rather more egalitarian world. Places which are dismissed or ignored at their peril. Places with names like Facebook, Twitter, MySpace, You Tube, Google. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Fine wines and Facebook Ignore social sites at your peril

Strategic Direction , Volume 28 (6): 2 – Apr 13, 2012
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References (1)

Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580541211224058
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Famous wines – and other luxury brands – might be topics of conversation among the well‐heeled who frequent the finest establishments, but marketers who want to promote such brands effectively need to know that there are other places where potential customers might “meet” in a rather more egalitarian world. Places which are dismissed or ignored at their peril. Places with names like Facebook, Twitter, MySpace, You Tube, Google. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Journal

Strategic Direction – Emerald Publishing

Published: Apr 13, 2012

Keywords: Wines; Brand management; Social networking sites

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