Wine Marketing

A Practical Guide


  • C. Michael Hall, Professor of Marketing, University of Canterbury, Christchurch, New Zealand; Docent, Department of Geography, University of Qulu,Finland; and Visiting Professor, Stirling University, Scotland, UK
  • Richard Mitchell, Senior Lecturer, Department of Tourism, University of Otago, NZ

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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Undergraduate levels 3 and 4 and postgraduate students on courses such as: Hospitality, Hotel & Catering, Restaurant Management, Hotel and Tourism Management, Food Marketing, Retailing Management, Culinary Arts, Gastronomy, Licensed Retailing


Book information

  • Published: September 2007
  • ISBN: 978-0-7506-5420-3

Table of Contents

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.