Wine Marketing: a practical guide is vital for those studying and working in the wine industry. It takes the reader through the various stages of wine production, distribution and sales, applying eight 'P's of marketing developed by the authors to deal with the specifics of the wine industry, and looking at the importance of positive B2B relationships in wine marketing.
This comprehensive guide provides a series of conceptual tools along with an outline of critical issues in the contemporary wine business environment, that will enable students and practitioners to better understand the complex nature of the industry.
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.
Whilst Wine Marketing: a practical guide also looks at theory and existing research, the main focus of this bok is on the practicalities of wine marketing. Each chapter includes the folliowing 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.
Looking at theory and research, this book focuses on the practicalities of wine marketing, and outlines the major issues involved in the production and marketing of wine. Each chapter includes the following features: 'How to' and 'how not to' case studies; a guide to further reading and websites; and 'Issues to consider when marketing' section.
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.
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