Heine, K., and Petersen, F.E. (2015) Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige.
Expert & consumer surveys, focus groups, in-depth interviews, large-scale online surveys, digital / social media studies, data analysis.
High-end / luxury marketing: brand-building, brand management, brand identity, brand personality, consumer behavior & retail management, digital / social media.
Content Management Systems: brand / campaign landing pages, brand communities, database applications, e-commerce.
Academic and business publications in books and journals, presentations at conferences, lectures / workshops / seminars, study trips.