Overview

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. If you are a beginner in the field of marketing in general and looking for the first easy step-by-step manual, Sell your beer... will be perfect for you. What will you find in this book? Theory - marketing and marketing-mix elements, 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. Table of contents Part 1. Internet marketing - what's up with that? Characteristics of Internet marketing Marketing and marketing-mix The concept of Internet marketing Internet marketing and traditional marketing Legal aspects of Internet marketing Internet marketing tools The evolution of Internet marketing tools Types of advertising on the Internet and creating online campaigns Marketing in the brewing industry in Poland and in the world Part 2. Case study Kompania Piwowarska as a market entity Characteristics of the beer market in Poland Kompania Piwowarska and characteristics of its products The macro-environment of the enterprise The analysis of competitive environment The analysis of marketing activities of Kompania Piwowarska and the Tyskie brand Channels of communication of the company Marketing campaigns of the company Remember: nobody was the specialist at the beginning of his career. But if you are reading these words, you have just started your way to success. Discover the world of marketing with the flavour of beer! About the author Filip Wiśniewski - Specialist in digital business and marketing research, currently he works in one of the biggest marketing research company worldwide; responsible for analysis for FMCG industry. Keen on craft brewing; as a hobby, he gained experience during his work in craft beer bars; alumnus of the best Polish economic school with internet marketing specialisation.

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Reviews

Earlier I was familiar with the concept of Internet marketing in cosmetic companies. Since the network of brewing restaurants is developing rapidly in my country, I was interested in the marketing plan of this business on a large scale. It was interesting for me to learn about beer brewing marketing in Poland. And directly the thematic study of the beer market in Poland, the study of the work of the brewing enterprises, the analysis of the marketing activities of the largest enterprises, product characteristics, communication channels, etc. Actually this book describes a model for building Internet marketing following the example of well-known large-scale Polish brand brewing enterprises - Oliver This book is a great read and an interesting study of the beer industry and its history. The author due to his ties provides great insight, but also some thoughtful and usable management and marketing analysis. All in all, one of the most satisfying listening experiences I've had. - Brandon This book clearly describes the main areas of e-marketing. The book consists of two parts. The first part is the theory. Briefly and in simple language, it is told about how to use an e-mail, SEO, remarketing and other tools to increase company sales. The second part is the practical application of knowledge. The knowledge that was given in the first part is explained on the example of a real brewery in Poland. The book is useful. I like it. I advise everyone who needs to figure out what tools to use to develop their company on the Internet - Jake This book addresses the subject of internet marketing, its tools and varieties and its impact on marketing behavior of companies. It was very interesting to read and learned some new information on this topic for me. - William Its a good book for doing e-marketing. A great effective book. Loving stuff. Recommended. Enjoying content - Ella Very useful for begginers, good explanation what e-marketing exactly is, basic knowledge about media campaigns. The case study is full of examples with deep insight of Polish brewing industry. If you are a young professional or you just looking for some inspiration, you will find something for you in this book. - Piotr

Author Information

Filip Wiśniewski - Specialist in digital business and marketing research, currently he works in one of the biggest marketing research company worldwide; responsible for analysis for FMCG industry. Keen on craft brewing; as a hobby, he gained experience during his work in craft beer bars; alumnus of the best Polish economic school with internet marketing specialisation

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