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.
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
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.
- No. of pages:
- © Butterworth-Heinemann 2008
- 24th September 2007
- Paperback ISBN:
Professor of Marketing, University of Canterbury, Christchurch, New Zealand; Docent, Department of Geography, University of Qulu,Finland; and Visiting Professor, Stirling University, Scotland, UK
Senior Lecturer, Department of Tourism, University of Otago, NZ