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Wine marketing : a practical guide / C. Michael Hall and Richard Mitchell.

By: Hall, Colin Michael, 1961-.
Contributor(s): Mitchell, Richard.
Publisher: Oxford : Butterworth-Heinemann, c2008Edition: 1st ed.Description: xvi, 344 p. : ill. ; 24 cm.ISBN: 9780750654203 (pbk.).Subject(s): Wine industry | Wine -- Marketing | Selling -- WineDDC classification: 663.200688
Contents:
1. Introduction: a practical approach to wine marketing - 2. The international business environment of wine - 3. The marketing dimensions of production processes: adding value to the wine - 4. Cellar door: direct sales, brand building and relationships - 5. The role of intermediaries - 6. Retailing - 7. Licensed premises - 8. Wine events - 9. Wine brand image agents: adverstising, endorsements, reviews and media - 10. Marketing cooperation: regions, networks and clusters - 11. Conclusions: to market - References - Index.
Item type Current location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU
663.200688 HAL (Browse shelf) 1 Available SCAFS,70003,03,GR 1000808809

Includes bibliographical references and index.

1. Introduction: a practical approach to wine marketing - 2. The international business environment of wine - 3. The marketing dimensions of production processes: adding value to the wine - 4. Cellar door: direct sales, brand building and relationships - 5. The role of intermediaries - 6. Retailing - 7. Licensed premises - 8. Wine events - 9. Wine brand image agents: adverstising, endorsements, reviews and media - 10. Marketing cooperation: regions, networks and clusters - 11. Conclusions: to market - References - Index.