Fine wines and Facebook

Abstract

PurposeThis paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.Design/methodology/approachThis briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.FindingsFamous wines – and other luxury brands – might be topics of conversation among the well‐heeled who frequent the finest establishments, but marketers who want to promote such brands effectively need to know that there are other places where potential customers might “meet” in a rather more egalitarian world. Places which are dismissed or ignored at their peril. Places with names like Facebook, Twitter, MySpace, You Tube, Google.Practical implicationsThe paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.Originality/valueThe briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.