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himself became a kind of multiple. RICHARD E. SPEAR, Marketing Excerpts (pp. 211-13, 253-54) from "Marketing" and "Di Sua Mano," in The "Divine" Guido: Religion, Sex, Money and Art in the World of Guido Reni (New Haven, CT, and London: Yale University Press, 1997), 210-75. Copyright © 1997 Yale University Press. As a mature artist, Reni clearly tried to avoid conventional contracts and to seek ways to increase his compensation, which, by around 1620, already was high enough to attract attention. Malvasia reports that "only with difficulty could [Reni] bring

223 The most revered terroirs of the world diff er wildly in soil types, topography, climate pat- terns, in grape varieties, and winemaking traditions, but they have one essential thing in common: they are all famous. Which means that someone got the word out. At its heart, marketing hype seems completely antithetical to terroir in all its essential purity. But without it—whether it’s a publicist’s spin, a lyrical terrestrial description, a seductive tasting note, an artful slide show, a passing reference to a famous neighboring vineyard, a pile of rocks on a

, that wonderful gift of nature. This is the story of any authentic wine. It is a story worth telling. It resonates with people’s desire for truth, and it is not told often enough in this age of industrial wine 13 MARKETING AUTHENTIC WINE Stories rule. Stories make us vote, or buy an iPod or give money to a charity. Stories trump science every time. SETH GODIN 236 • M A R K E T I N G A U T H E N T I C W I N E production. We tend to accept that cheap wines need to be tricked up, manipulated, and added to in order to make them palatable to modern

, Marketing Art in Antwerp Excerpts (pp. 559-61, 563, 565, 574-75, 577-81) from "Marketing Art in Antwerp, 1460-1560: Our Lady's Pand," Art Bulletin 72, no. 4 (1990): 558-84. Copyright © 1990 by Dan Ewing. Reprinted by kind permission of the author. The growth of the Antwerp art trade was a function of the city's expanding economy, especially during the sixteenth century. The sale and exportation of luxury goods was one of the distinguishing features of the Antwerp marketplace, which for about seven decades (1501-68) reigned as the commercial and financial capital of

commemoratives in souvenir shops that target royal tour- ists, people can experience the intersection of marketing and the monarchy in myriad ways. Th e RFBC’s interface with commerce through granting Royal Warrants dates back many centuries. Yet the Royal Family’s strategic decision to develop their own consumer brands is a much newer phenomenon and in part refl ects the growing pressure on the monarchy to contribute in some meaningful way to Britain’s economy. To that end, the Royal Collection Trust, Duchy Originals, Highgrove, and the Windsor Farm Shop—all brands the

12 M A R K E T I N G , SALES M A N A G E M E N T , A N D A D V E R T I S I N G There has been a great deal of effort and research that has gone into mar- keting. This has been directed toward achieving better results and reducing costs. Much of the effort has been along the lines of mass merchandising through chain stores and discount houses. The information on marketing has become extensive and much of it has resulted from the activities of bureaus of market research. There have been a number of bibliographies published in this field. Perhaps the most

• ^ Chapter IV The Cooperative-Marketing Remedy With the frontier of free land gone, with values of farm land mov- ing steadily downward, with foreign markets shrinking and urban markets tightening, the direction of improvement for agriculture seemed logically to be toward the marketing system. Typical of this conclusion was the complaint of President C. W. Hunt to the Iowa Farm Bureau convention that the problem of marketing the farmer's products "has been left entirely in the hands of the speculator and gambler with the result that marketing machinery

203 Digital technology, including social media, presents many traps for the unwary, some of them legal, some more social or reputational, as Tomi Adeyemi learned in the anecdote I shared in chapter 8. While her online faux pas in accusing veteran author Nora Roberts of plagiarizing her book title probably did little to decrease her own sales, the episode demonstrates that even the most successful authors and social media participants can make mistakes. In the digital publishing world, authors are increasingly expected to engage in their own marketing and