The Case of North Piedmont Docg

Eraldo Olivetta

Micro & Macro Marketing, 2019, issue 1, 185-202

Abstract: Gattinara is one of the best known Alto Piemonte wines, produced in the homonymous town. The present study aims to analyze some of the most important aspects related to its marketing, in relation to the research reported in the special issue. In particular, some reflections on governance, business guidelines, supply chain management, brand and price management, and communication strategies will be proposed. What emerges is the picture of a prestigious quality wine produced both by companies who consider their brands, their history and traditions as important strengths and by companies that seem to be a little more attentive to market changes and which represent an important challenge for the future.

Keywords: Gattinara; Wine Marketing; Communication Strategy; Sustainability. (search for similar items in EconPapers)
Date: 2019
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