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What is New Leverages in Customer Place Oriented about?

This paper examines the trend of utilizing winery architecture as a strategic marketing tool in the wine industry to enhance customer experiences. It highlights the shift from product-oriented to experience-oriented marketing, emphasizing the importance of integrating wine, landscape, and architecture to create a unique winery visit. The research presents a conceptual model and case studies demonstrating how this approach can lead to distinct branding and stronger customer relationships.

Author

Soham Kale

Language

EN