Wine marketing : a practical guide
著者
書誌事項
Wine marketing : a practical guide
Elsevier, 2008
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注記
Includes bibliographical references (p. 309-339) and index
内容説明・目次
内容説明
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.
目次
- 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.
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