Wine Marketing

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.

Auteur

C. Michael Hall, Richard Mitchell

Contenu

From vine to table; Wine and the wine industry; The business environment; The vine; The winery; The wine region; Getting the wine to the table: wholesale distribution channels; Selling wine for the table: the retail sector; The table: post-retail; To Market to market.