Publisher's Synopsis
Have you noticed that breweries seem to be everywhere? Even small towns are boasting their own brews and selling bottles of the hoppy stuff online.
The first step to marketing any brewery is to spend time on the recipe. In other words, it has to live up to the expectations and hype. Taste and appearance are integral to any great craft brew. No aficionado wants to pour a glass of liquid that looks and smells like a swill.
If you want to promote your brewery on the internet, then this book is for you. This book is an ideal introduction for people who are associated with the brewing industry and at the same time want to get a solid foundation of e-marketing.
What will you find in this book?
Theory - marketing and marketing-mix elements, the relation of them to internet marketing, as well as the legal aspects, tools, their evolution, and the impact on the creation of advertising campaigns. The reader will also be introduced to marketing in the brewing industry.
Practice - case study: characteristics of the beer market in Poland. Why Poland? In recent years, Poland has been experiencing a real flourishing of brewing. One of the largest brewing enterprises in Poland - Kompania Piwowarska and its Tyskie brand - was selected for the case study. The reader will be able to familiarize themselves with the company's strategic analysis, its macro-environment, micro-environment, communication channels used by the company, product portfolio, and their campaigns.
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