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001 978-981-287-059-9
003 DE-He213
005 20200420211740.0
007 cr nn 008mamaa
008 140512s2014 si | s |||| 0|eng d
020 _a9789812870599
_9978-981-287-059-9
024 7 _a10.1007/978-981-287-059-9
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aKJSM
_2bicssc
072 7 _aBUS043000
_2bisacsh
082 0 4 _a658.8
_223
100 1 _aBrabazon, Tara.
_eauthor.
245 1 0 _aDigital Wine
_h[electronic resource] :
_bHow QR Codes Facilitate New Markets for Small Wine Industries /
_cby Tara Brabazon, Mick Winter, Bryn Gandy.
264 1 _aSingapore :
_bSpringer Singapore :
_bImprint: Springer,
_c2014.
300 _aVII, 135 p. 36 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aSpringerBriefs in Business,
_x2191-5482
505 0 _aChapter 1: Introduction: Free, mobile and useful: the rise and rise of QR Codes -- Part One: QR Codes: Potential, possibilities and trajectories -- Chapter 2: QR Codes and the dialogue between analogue and digital -- Chapter 3: Form follows function: how to use QR Codes -- Part Two: From push to pull media -- Chapter 4: From social networking to geosocial networking -- Chapter 5: Disintermediation and reintermediation: from professional to amateur to professional? -- Chapter 6: Social networking: moving beyond space and time -- Part Three: Integrating wine media -- Chapter 7: QR Codes and wine media -- Chapter 8: Mark(et)ing the bottle: using QR codes to build new wine regions -- Part Four: New Zealand and the potential of QR Codes in regions and small nations -- Chapter 9: World Famous in New Zealand -- Chapter 10: 100% New Zealand -- Chapter 11: Creative Industries: A Pinot in one hand, a throttle in the other -- Chapter 12: Conclusion.
520 _aThis book explores the way in which QR codes (Quick Response codes) can help the wine industry facilitate distribution and more effectively market and sell their product. It examines the interventions, invention and opportunities brought about by QR codes for the wine industry. It also investigates how QR codes can help enable regional development as well as information and knowledge about winemakers and regions.  The book begins with an introduction to QR codes. It explains how to use them as well as shows how QR codes combine analogue and online promotion and information dissemination. Next, the book explores strategies and examples from the creative industries, small nation theory and emerging wine industries. It then goes on to examine how to integrate QR codes with wine media, including marketing the bottle and using QR codes to build new wine regions. The book concludes with a case study of how Aotearoa/New Zealand wine producers deploy QR codes. QR codes can store, and digitally present, a range of helpful data, including URL links, geo-coordinates and text, and can be scanned by smart phones, making them a useful marketing and business tool. Presenting detail research on how QR codes can enhance the relationship between producers and consumers as well as aid regional development in the wine industry, this book  will be of interest to academics focusing on Wine Studies, small and medium sized enterprises (SMEs), and practitioners and researchers from the creative industries sector. In addition, while this book focuses on the wine industry, the information that it presents about QR codes is relevant and applicable for an array of industries that require a tether between analogue and digital, physical and virtual, especially food and primary production.
650 0 _aBusiness.
650 0 _aMarketing.
650 0 _aMarket research.
650 0 _aEntrepreneurship.
650 0 _aLeadership.
650 0 _aManagement.
650 0 _aIndustrial management.
650 1 4 _aBusiness and Management.
650 2 4 _aMarketing.
650 2 4 _aInnovation/Technology Management.
650 2 4 _aBusiness Strategy/Leadership.
650 2 4 _aEntrepreneurship.
650 2 4 _aMarket Research/Competitive Intelligence.
700 1 _aWinter, Mick.
_eauthor.
700 1 _aGandy, Bryn.
_eauthor.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9789812870582
830 0 _aSpringerBriefs in Business,
_x2191-5482
856 4 0 _uhttp://dx.doi.org/10.1007/978-981-287-059-9
912 _aZDB-2-SBE
942 _cEBK
999 _c50588
_d50588