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June 2007
Engaging the Wine Consumer: A New Paradigm
The Web is changing the way brands are built. Online user-generated content and social networking have given wine marketers and brand managers increased opportunities to reach out to the wine consumer.
by Marc Engel
You're not paranoid...people really are talking about you. Do you care what they're saying? Are you participating in the conversation? Are you willing to expand your view of marketing? Lose some control? Embrace imperfection? Welcome negativity? Exploit promiscuity? Engage "the other side?" Think small? If you answered "yes" to these questions, then you're probably on board with the new paradigm. If you answered "no," then you should view these questions as a challenge to your business-as-usu...
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