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| WINE MARKETING
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A Practical Guide
To order this title, and for more information, click here
By
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
Description
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.
Audience
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
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.
| Bibliographic details |
Paperback, 376 pages, publication date: SEP-2007
ISBN-13: 978-0-7506-5420-3
ISBN-10: 0-7506-5420-1
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 38.95
USD 47.95
GBP 26.99
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Last update: 13 Jun 2009
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