Mojca Ram¿ak: Social Impact of Wine Marketing

Cover: 9783030892265 | Social Impact of Wine Marketing | Mojca Ram¿ak | Taschenbuch | x

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Beschreibung

This book is inspired by the term ¿digiwine,¿ a neologism referring to the production and/or marketing of wine through the use of new technologies and robotics such as vineyard information systems, sensor units, weather stations, drones, robotic harvesters, social media videos, digital labels, and wine apps. The alcohol industry is using these technologies to develop digital strategies and online tools for more efficient sales of wine. This book analyzes the use of digital alcohol marketing, the reasons for it, the role of regulation, and its social impact. In particular, malignant forms of alcohol marketing to youth are precisely described through exact case descriptions from the global milieu. The author questions whether the loopholes in the legislation or inefficiency of self-regulation have negative consequences that can no longer be prevented by public health care programs.

When and how did the alcohol industry become so deeply interwoven in our lives that we mindlessly advertise and parade in its shadow on social media and that we increasingly buy alcohol digitally for fun, in innovative packaging, and with strange ingredients combinations? Dr. Mojca Ram¿ak¿s book peels back the layers of the alcohol industry¿s most obvious yet overlooked marketing tactics. It also reveals the sluggishness of preventive and curative efforts, as well as legal or self-regulatory measures, at keeping up with the alcohol industry¿s use of technology.

- Nadja Furlan ¿tante, Principal Research Associate and Professor of Religious Studies, Science and Research Centre of Koper, Slovenia.

Über den Autor

Mojca Ramak is Full Professor of Cultural and Social Anthropology at the University of Ljubljana in Slovenia. She works in the fields of ethnology, cultural and social anthropology, and medical humanities as a researcher, professor in the doctoral study of humanities, and writer, using both experimental and traditional forms of qualitative inquiry in the interests of dignity, and human rights. Dr. Ramak has published eight books in the fields of ethnology, anthropology, and the history of medicine. Springer has published two books which focus on the marketing strategies of the alcohol industry and culturally specific consumption habits.

Zusammenfassung

Reveals new digital approaches in wine marketing and compares them to traditional advertising

Explains inefficiencies in alcohol self-regulation, legislation and weaknesses of public health programs

Investigates the role of celebrities, luxury marketing, and gender or age targeting

Inhaltsverzeichnis

1. Introduction: Wine and Technology Between Cultural Attitudes to Alcohol, Sales, Legislation, and Health.- 2. The Greatest Tricks of Digital Alcohol Marketing: The Consumer's Voice and Alcohol e-Marketing.- 3. Wine Storytelling.- 4. Wearable Technology and Wine.- 5. Smart Packaging: The Labels Come to Life.- 6. Wearable Technology for Preventive or Curative Purposes.- 7. Children and Adolescents as a Marketing Target.- 8. Social Media, Alcohol, and Young People.- 9. Masculinity and Practices of Drinking.- 10. Drinking Games.- 11. Digital Marketing Strategies during a Coronavirus Pandemic.- 12. Femininity, Online Practices of Drinking and Women in Alcohol Industry.- 13. Brand Stretching and Popular Culture.- 14. Legislation between Norm and Practice.- 15. Conclusion: The Unplugged Path to Alcoholism.

Details

Erscheinungsjahr:	2023
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Reihe:	Contributions to Management Science
Inhalt:	x 120 S. 7 s/w Illustr. 120 p. 7 illus.
ISBN-13:	9783030892265
ISBN-10:	3030892263
Sprache:	Englisch
Ausstattung / Beilage:	Paperback
Einband:	Kartoniert / Broschiert
Autor:	Ram¿ak, Mojca
Auflage:	1st ed. 2022
Hersteller:	Springer International Publishing Springer International Publishing AG Contributions to Management Science
Maße:	235 x 155 x 8 mm
Von/Mit:	Mojca Ram¿ak
Erscheinungsdatum:	26.01.2023
Gewicht:	0,213 kg

Artikel-ID: 126343914