 The (r)evolution of wine marketing mix: From the 4Ps to the 4EsGiuseppe Festa, Maria Teresa Cuomo, Gerardino Metallo and Antonio Festa Journal of Business Research, 2016, vol. 69, issue 5, 1550-1555 Abstract: Recently, the wine sector is developing very interesting market dynamics, both for old-world countries (as regards wine) and new world ones. Furthermore, old-world countries still have a product orientation, whereas new-world ones have a market orientation. Starting from the 4Ps model (product, price, promotion, and place), this study develops a theoretical framework specifically for wine-marketing mix. This study draws on a literature review on marketing mix variables—and the role of knowledge in consumer purchase behavior—to propose the 4Es formula (expertise, evaluation, education, and experience) based on a certain knowledge of the consumer/taster. Thus, an experimental marketing action applies the concept of wine marketing mix, according to the 4Es model, to a panel of consumers. The results, although with some limitations, support the relevant contribution of knowledge to the wine-marketing mix. Keywords: Wine marketing; Marketing mix; Consumer purchase behavior; Knowledge; Sommelier language (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:5:p:1550-1555 DOI: 10.1016/j.jbusres.2015.10.015 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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