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Marketing Features of Small Winery Websites: Best Practices of Early Internet Adopting Australian Wineries Essay

  • Submitted by: Vibhore13
  • on November 24, 2012
  • Category: Miscellaneous
  • Length: 5,441 words

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Below is an essay on "Marketing Features of Small Winery Websites: Best Practices of Early Internet Adopting Australian Wineries" from Anti Essays, your source for research papers, essays, and term paper examples.

MARKETING FEATURES OF SMALL WINERY WEBSITES: BEST PRACTICES OF EARLY INTERNET ADOPTING AUSTRALIAN WINERIES (REFEREED)
Carmine Sellitto Victoria University, Australia Mark McKenzie, Victorian Wine Industry Association, Australia Carmine.Sellitto@vu.edu.au Abstract This paper reports on the website marketing practices by a group of early Internet adopting Australian wineries— practices that could be appropriate for other wineries to emulate. Case study analysis is used to identify pertinent website marketing features of small wineries located in the Australian state of Victoria— mapping these features to winery business activities associated with customer information provision, direct sales, winery cluster alliances and website management. The paper investigates the motives behind winery website features and identifies the perceived business benefits resulting from there implementation. In an environment where numerous generic electronic marketing and business models are reported, this study is significant for its industry specific investigation— one that has practical website marketing implications for the small Australian winery. Introduction In recent times the Australian wine industry has transformed itself by becoming more outward looking, with a focus on global markets and exporting. This change in direction has been achieved by adding value to the wine industry's basic product by improving of winemaking processes, and by enhancing distribution and marketing channels (Anderson 2000; Hardie 2000). The industry has also adopted Internet applications such as email and the World Wide Web— applications that have provided wineries a powerful avenue for the direct marketing and selling of wine (Goodman 2001; Sellitto and Martin 2002; Sellitto et al. 2003). Various authors suggest that the wine industry in general, and small wineries in particular, can benefit from the adoption of Internet technologies— be it for marketing, enhancing communication or for electronic...

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"Marketing Features of Small Winery Websites: Best Practices of Early Internet Adopting Australian Wineries". Anti Essays. 15 Dec. 2018

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Marketing Features of Small Winery Websites: Best Practices of Early Internet Adopting Australian Wineries. Anti Essays. Retrieved December 15, 2018, from the World Wide Web: http://snehaedu.com/free-essays/Marketing-Features-Of-Small-Winery-Websites-356990.html