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BeschreibungWhilst 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.
InhaltsverzeichnisFrom vine to table;
Wine and the wine industry;
The business environment;
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.
Untertitel: A Practical Guide. Illustrated. Sprache: Englisch.
Verlag: Taylor & Francis Ltd
Erscheinungsdatum: September 2007
Seitenanzahl: 360 Seiten