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A Product's Brand Is Its Nation's Br...

Mino Navarrete, Pablo Andres.

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A Product's Brand Is Its Nation's Brand: A Case Study on the Promotion of Chilean Wines in the United States.

Record Type:	Electronic resources : Monograph/item
Title/Author:	A Product's Brand Is Its Nation's Brand: A Case Study on the Promotion of Chilean Wines in the United States./
Author:	Mino Navarrete, Pablo Andres.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
Description:	96 p.
Notes:	Source: Masters Abstracts International, Volume: 56-05.
Contained By:	Masters Abstracts International56-05(E).
Subject:	Mass communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10268208
ISBN:	9781369874402

A Product's Brand Is Its Nation's Brand: A Case Study on the Promotion of Chilean Wines in the United States.
Mino Navarrete, Pablo Andres.

A Product's Brand Is Its Nation's Brand: A Case Study on the Promotion of Chilean Wines in the United States. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 96 p.

Source: Masters Abstracts International, Volume: 56-05.

Thesis (M.A.)--The University of North Carolina at Chapel Hill, 2017.

In the last 25 years, Chile opened its economy to the world, exporting different goods and services and signing trade agreements with more than 60 countries. Wine is one of the most exported products from Chile to the United States. However, despite the economic success in the relations between both countries, Chilean wines still seem to be unknown to the average American citizen. Through a competitive analysis and in-depth interviews, this study seeks to understand how Chilean wineries can make use of different integrated marketing communications (IMC) campaigns to strategically approach publics involved in the wine distribution chain, such as wholesalers, owners of restaurants, sommeliers, chefs, managers at supermarkets, specialized media outlets in wine and gastronomy, and also final consumers.

ISBN: 9781369874402Subjects--Topical Terms:

2144804
Mass communication.

A Product's Brand Is Its Nation's Brand: A Case Study on the Promotion of Chilean Wines in the United States.
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300 $a 96 p.
500 $a Source: Masters Abstracts International, Volume: 56-05.
500 $a Adviser: Joseph M. Cabosky.
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520 $a In the last 25 years, Chile opened its economy to the world, exporting different goods and services and signing trade agreements with more than 60 countries. Wine is one of the most exported products from Chile to the United States. However, despite the economic success in the relations between both countries, Chilean wines still seem to be unknown to the average American citizen. Through a competitive analysis and in-depth interviews, this study seeks to understand how Chilean wineries can make use of different integrated marketing communications (IMC) campaigns to strategically approach publics involved in the wine distribution chain, such as wholesalers, owners of restaurants, sommeliers, chefs, managers at supermarkets, specialized media outlets in wine and gastronomy, and also final consumers.
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