Wine Marketing: A Practical GuideRoutledge, 2008 - 344 pagine 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. |
Sommario
CHAPTER 2 The international business environment of wine | 35 |
adding value to the vine | 83 |
direct sales brand building and relationships | 112 |
CHAPTER 5 The role of intermediaries | 143 |
CHAPTER 6 Retailing | 160 |
CHAPTER 7 Licensed premises | 188 |
CHAPTER 8 Wine events | 207 |
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Wine Marketing: A Practical Guide Colin Michael Hall,Richard Mitchell Anteprima non disponibile - 2008 |
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