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The (r)evolution of wine marketing mix: From the 4Ps to the 4Es

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  • Festa, Giuseppe
  • Cuomo, Maria Teresa
  • Metallo, Gerardino
  • Festa, Antonio

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.

Suggested Citation

  • Festa, Giuseppe & Cuomo, Maria Teresa & Metallo, Gerardino & Festa, Antonio, 2016. "The (r)evolution of wine marketing mix: From the 4Ps to the 4Es," Journal of Business Research, Elsevier, vol. 69(5), pages 1550-1555.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:5:p:1550-1555
    DOI: 10.1016/j.jbusres.2015.10.015
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    References listed on IDEAS

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    1. Erik Janšto & Peter Polakovič & Klára Hennyeyová & Ivana Slováková, 2019. "Analysis of the Current Support of E-marketing Activities in Selected Enterprises of the Wine Sector in Slovakia," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 11(4), December.
    2. Khalid Suidan Al Badi, 2018. "The Impact of Marketing Mix on the Competitive Advantage of the SME Sector in the Al Buraimi Governorate in Oman," SAGE Open, , vol. 8(3), pages 21582440188, September.
    3. Zhang You Tang & Hagos Mesfin, 2020. "Research on the Effect of Marketing Mix on the Competitive Advantage: A Study of Selected Small and Medium Enterprises in Bole Sub City, Addis Ababa, Ethiopia," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 7(1), pages 15-28, November.
    4. Vítor João Pereira Domingues Martinho, 2021. "Contributions from Literature for Understanding Wine Marketing," Sustainability, MDPI, vol. 13(13), pages 1-20, July.
    5. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Basha, Norazlyn Kamal & Soutar, Geoff, 2021. "The effects of anthropomorphism presence and the marketing mix have on retail app continuance use intention," Technological Forecasting and Social Change, Elsevier, vol. 168(C).
    6. Purohit, Sonal & Paul, Justin & Mishra, Rikee, 2021. "Rethinking the bottom of the pyramid: Towards a new marketing mix," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).

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