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Wine Marketing de C. Michael Hall

Wine Marketing

Autor C. Michael Hall, Richard Mitchell
en Limba Engleză Paperback – 24 sep 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.
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Specificații

ISBN-13: 9780750654203
ISBN-10: 0750654201
Pagini: 376
Ilustrații: Illustrated
Dimensiuni: 165 x 235 x 20 mm
Greutate: 0.6 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Undergraduate levels 3 and 4 and postgraduate students on courses such as: Hospitality, Hotel & Catering, Restaurant Management, Hotel and Tourism Management, Food Marketing, Retailing Management, Culinary Arts, Gastronomy, Licensed Retailing

Cuprins

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.

Notă biografică

C. Michael Hall, Richard Mitchell

Descriere

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. It offers a systematic discussion of how to adapt classic marketing techniques to the specifics of the wine industry. It incorporates international case studies and examples to demonstrate real-life practice and a variety of features to facilitate learning and allow self-evaluation.