WINE MARKETINGAuthor: By C Michael Hall , Professor of Marketing, University of Canterbury, Christchurch, New Zealand; and Visiting Professor, Stirling University, Scotland, UK Richard Mitchell , Senior Lecturer, Department of Tourism, University of Otago, NZ
Publish date: september 2007
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.