Wine Marketing

1st Edition

A Practical Guide

Authors: C. Michael Hall Richard Mitchell
Paperback ISBN: 9780750654203
Imprint: Butterworth-Heinemann
Published Date: 24th September 2007
Page Count: 376

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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.

Key Features

  • 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.

Readership

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

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.

Details

No. of pages:
376
Language:
English
Copyright:
© Butterworth-Heinemann 2008
Published:
Imprint:
Butterworth-Heinemann
Paperback ISBN:
9780750654203

About the Author

C. Michael Hall

Affiliations and Expertise

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

Affiliations and Expertise

Senior Lecturer, Department of Tourism, University of Otago, NZ

Reviews

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.