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Wine Marketing. A Practical Guide
Elsevier Science and Technology, Sep 2007, Pages: 376
Whilst Wine Marketing: a practical guide also looks at theory and existing research, the main focus of this book is on the practicalities of wine marketing. Each chapter includes the following invaluable features:
- 'How to' and 'how not to' case studies based on international examples
- A guide to further reading and websites
- 'Issues to consider when marketing' section as a means of self-evaluation
'Wine Marketing' systematically outlines the major issues involved in the production and marketing of wine. Its accessible and clear-sighted approach makes it an invaluable guide for everyone in the field.
- Systematic discussion of how to adapt classic marketing techniques to the specifics of the wine industry.
- International case studies and examples to demonstrate real-life practice.
- A variety of features to facilitate learning and allow self-evaluation.
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