La publicité, un outil au service du marketing du vin (notice n° 743891)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02291cam a2200289 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250123092055.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Jeannin, Marie Véronique |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | La publicité, un outil au service du marketing du vin |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2008.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 24 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | RésuméLes produits vitivinicoles doivent trouver la meilleure place dans un marché mondial hautement concurrentiel. Des outils de communication et de marketing peuvent leur permettre de percer le marché grâce à des techniques de plus en plus performantes. Si la réglementation apporte un soutien efficace au travers des signes de qualité et les signes distinctifs mis à la disposition du secteur vitivinicole (AOC, IGP, marques), cette réussite commerciale reste néanmoins encadrée du fait de la nature du produit et des risques qu’il peut engendrer pour la santé. C’est ainsi que l’étiquetage et la publicité sous quelque forme qu’elle se présente sont strictement réglementés. Mais la prohibition n’est elle pas la mère de la valorisation des produits ? |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | In a highly competitive international arena, wine must find an optimal market position. Communication and marketing tools with increasingly effective techniques can be used to enter and develop markets. Regulations help protect marketing efforts through quality cues and distinctive signs used by wine professionals (AOC, IGP, branding). However, given the nature of the product and the health risks associated with wine consumption, they also determine the rules of the game that must be followed to attain commercial success. This is why wine labeling and advertising are strictly regulated. But, isn’t prohibition at the heart of product promotion? |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | étiquetage du vin |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | publicité mensongère |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | publicité comparative |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | informations sur la santé |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | wine label |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | deceptive advertising |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | comparative advertising |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | health mentions |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Market Management | 8 | 2 | 2008-06-01 | p. 91-104 | 1779-3572 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-market-management-2008-2-page-91?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-market-management-2008-2-page-91?lang=fr&redirect-ssocas=7080</a> |
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