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.
Autorentext
C. Michael Hall, Richard Mitchell
Zusammenfassung
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.
Inhalt
Chapter 1 Introduction: A practical approach to wine marketing; Chapter 2 The international business environment of wine; Chapter 3 The marketing dimensions of production processes: adding value to the vine; Chapter 4 Cellar door: direct sales, brand building and relationships; Chapter 5 The role of intermediaries; Chapter 6 Retailing; Chapter 7 Licensed premises; Chapter 8 Wine events; Chapter 9 Wine brand image agents: advertising, endorsements, reviews and media; Chapter 10 Marketing cooperation: regions, networks and clusters; Chapter 11 Conclusions: To market to market;