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Market Orientation
Marketing orientation is both the key objective of most food producers and their biggest challenge. Connecting food and agricultural production with the changing needs and aspirations of the customer provides the means to ensure competitive advantage, resilience and added value in what you produce. But market orientation is not something that you can just buy in or bolt on to what you do. Market orientation is a matter of changing the culture of your organisation; finding ways of learning more about your customers and understanding their needs; changing your development and reward systems to educate your employees; it may also involve significant changes to your production processes. This comprehensive collection of original research explores the challenges and opportunities associated with market orientation along the food supply chain; from the animal feed industry to meat retailing and from organic foods to old world wines. All the chapters provide exceptional insight into understanding how market orientation can benefit food suppliers and how it is essential for long-term success.
Management and Marketing of Wine Tourism Business
This book links research in wine marketing/management and wine tourism, offering international and multidisciplinary perspectives. Addressing the evolving nature of the wine tourism industry and market, the book brings in new research streams and technology advances such as; social media, customer empowerment and engagement, co-creation, social / responsible marketing and wine consumption. Each section includes an introductory chapter written by the editors discussing the aims and the chapters of the section. Section chapters provide theoretical and research based insights with practical implications, while every section is also complemented with case studies that further enrich the practice and industry implications of theory. Researchers will find in this book a holistic analysis of research and cases relating to the management and marketing of wine tourism businesses and visitors.
Tourism, Health, Wellbeing and Protected Areas
Around the world, there is mounting evidence that parks and protected areas contribute to a healthy civil society, thus increasing the economic importance of cultural and nature-based tourism. Operating at the intersection of business and the environment, tourism can improve human health and wellbeing as well as serve as a catalyst for increasing appreciation and stewardship of the natural world. While the revenues from nature-based activities help to make the case for investing in park and protected area management; the impacts they have need to be carefully managed, so that visitors do not destroy the natural wonders that attracted them to a destination in the first place. This book features contributions from tourism and recreation researchers and practitioners exploring the relationship between tourism, hospitality, protected areas, livelihoods and both physical and emotional human wellbeing. The book includes sections focused on theory, policy and practice, and case studies, to inform and guide industry decisions to address real-world problems and proactively plan for a sustainable and healthy future.
Wine Business Case Studies
Published in association with the Bordeaux College of Business, this groundbreaking book applies business pedagogy s powerful learning tool to the unique challenges of wine business management. Within are thirteen cases drawn from the examples of real business success and calamity by an international group of respected wine business scholars.
Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2010 Academy of Marketing Science (AMS) Annual Conference held in Portland, Oregon.
Rituals and Traditional Events in the Modern World
Many events have evolved over centuries, drawing on local customs and conditions. However, as the world becomes increasingly globalised, traditional events and the identities they support are increasingly being challenged and rituals may be lost. Reacting against this trend towards homogeneity, communities strive to preserve and even recreate their traditional events, which may require rituals to be resurrected or reinvented for a new audience. The aim of this book is to explore the role of traditional events and rituals in the modern world. The 16 chapters cover a range of case studies of the performance of ritual through events, including their historical antecedents and development over t...
Food, Agri-Culture and Tourism
This book will be a valuable source of information for those concerned with rural and farm tourism, sustainable tourism and the marketing of "Calibri">local gastronomy. It presents cases with an international and interdisciplinary approach in order to provide ideas for strategic perspectives in tourism studies. Furthermore, for the first time the complex fields of rural and food tourism are examined from an international (Italy and Germany) viewpoint. This book explores ways in which gastronomical heritage (i.e., regional food, organic food) can be incorporated in rural tourism (above all farm tourism) and development policies as well as in new avenues of research e.g., sensory marketing, online marketing) in order to enhance sustainable practices both in the tourism and in the agri-food sector. Overall, the book presents an overview of benchmark practices for professionals (associations of rural tourism, farmers, etc.), while offering scholars a well-founded source to refer to in order to gain up-to-date insights into the state of the art of studies on rural and food tourism.
Events in the City
Cities are staging more events than ever. Within this macro-trend, there is another less acknowledged trend: more events are being staged in public spaces. Some events have always been staged in parks, streets and squares, but in recent years events have been taken out of traditional venues and staged in prominent urban spaces. This is favoured by organisers seeking more memorable and more spectacular events, but also by authorities who want to animate urban space and make it more visible. This book explains these trends and outlines the implications for public spaces. Events play a positive role in our cities, but turning public spaces into venues is often controversial. Events can denigrat...
Event Volunteering.
Volunteers make important contributions across the spectrum of event settings, most visibly at high profile mega events such as the Olympic Games they are volunteers are lauded as ‘Games makers’, ’unsung heroes’ and the like. Less visibly volunteers are the heart and soul of community events and festivals, often undertaking multi-faceted roles from event leadership through to operations and ensuring that these celebrations are made possible in the absence of big budgets and professional event staff. This book is the first to showcase and advance international research into the volunteering experience at events, drawing on the work of key scholars in this field. Events of all sizes be...
Strategic Innovative Marketing and Tourism
This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2019, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals.
