Wine Marketing

by Hall,C. Michael

• ISBN13: 9780750654203
• ISBN10: 0750654201
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 2007-10-30
• Publisher: Routledge

Summary

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.

Author Biography

Richard Mitchell is Senior Lecturer in the Department of Tourism, University of Otago New-Zealand and Visiting Professor, Reims Management School, France.

Table of Contents

List of Boxes	p. vii
List of Figures	p. ix
List of Tables	p. xi
List of Plates	p. xiii
Acknowledgements	p. xv
Introduction: A practical approach to wine marketing	p. 1
The international business environment of wine	p. 35
The marketing dimensions of production processes: adding value to the vine	p. 83
Cellar door: direct sales, brand building and relationships	p. 112
The role of intermediaries	p. 143
Retailing	p. 160
Licensed premises	p. 188
Wine events	p. 207
Wine brand image agents: advertising, endorsements, reviews and media	p. 225
Marketing cooperation: regions, networks and clusters	p. 259
Conclusions: To market to market	p. 295
References	p. 309
Index	p. 340
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