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April 2001
Wineries Thirst for Consumer Data
Marketing Departments Grow Increasingly Sophisticated
by Ken Sternberg
The adage "knowledge is power" has scarcely been more timely for the wine industry as it is today. As consolidation produces ever-larger wine giants, with one company's multiple brands competing even more fiercely against brands of other mega corporations, the dynamics of sales and marketing are changing. The effectiveness of merely pushing a product to consumers, hoping they buy into a particular wine brand's message and adopt that brand as their own is being replaced--some say rapidly--by havi...
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