Digital Wine

How QR Codes Facilitate New Markets for Small Wine Industries

; Mick Winter ; Bryn Gandy

This 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. Les mer
Vår pris
759,-

(Paperback) Fri frakt!
Leveringstid: Usikker levering*
*Vi bestiller varen fra forlag i utlandet. Dersom varen finnes, sender vi den så snart vi får den til lager
På grunn av Brexit-tilpasninger og tiltak for å begrense covid-19 kan det dessverre oppstå forsinket levering.

Vår pris: 759,-

(Paperback) Fri frakt!
Leveringstid: Usikker levering*
*Vi bestiller varen fra forlag i utlandet. Dersom varen finnes, sender vi den så snart vi får den til lager
På grunn av Brexit-tilpasninger og tiltak for å begrense covid-19 kan det dessverre oppstå forsinket levering.

Om boka

This 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.

Fakta

Innholdsfortegnelse

Chapter 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: Marketing 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.

Om forfatteren

Tara Brabazon is the Professor of Education and Head of the School of Teacher Education at Charles Sturt University, Australia, Fellow of the Royal Society for the encouragement of Arts, Manufactures & Commerce (RSA) and Director of the Popular Culture Collective. Previously, Tara has held academic positions in the United Kingdom, Canada and New Zealand. She has won six teaching awards, including the National Teaching Award for the Humanities and has published 14 books and over 150 refereed articles and book chapters. She is best known for her books Digital Hemlock (2002), the University of Google (2007), Thinking Pop (2011) and Digital Dieting (2013).

Mick Winter is a writer and journalist. He holds a Bachelor of Arts from the University of California, Santa Barbara and a Master of Arts (Distinction) from the University of Brighton in the UK. He is currently completing his doctorate on meme culture at Charles Sturt University. A professional writer, he is the author of Cuba for the Misinformed: Facts from the Forbidden Island, Scan Me - Everybody's Guide to the Magical World of QR Codes and Peak Oil Prep: Prepare for Peak Oil, Climate Change and Economic Collapse. He is