Sell your beer in the net

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 Wi¿niewski - 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.