Wine marketing [electronic book] : a practical guide / C. Michael Hall and Richard Mitchell.
By: Hall, Colin Michael
.
Contributor(s): Mitchell, Richard.
Material type: 
BookPublisher: Oxford : Butterworth-Heinemann, 2007Description: online resource (xvi, 344 pages, [16] pages of plates) : illustrations (some color).Content type: text Media type: computer Carrier type: online resourceISBN: 9780750654203 (paperback); 9780080553283 (e-book).Subject(s): Wine industry | Wine -- MarketingAdditional physical formats: Print version:.: Wine marketing : a practical guide.DDC classification: 338.476632 Online resources: E-book Also available in print form.
| Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| e-BOOK | MTU Bishopstown Library eBook | 338.476632 (Browse shelf(Opens below)) | Not for loan |
Enhanced descriptions from Syndetics:
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.
Includes bibliographical references (pages 309-339) and index.
CIT Module HOSP 6042 - Core reading
CIT Module HOSP 7022 - Core reading
Also available in print form.
Electronic reproduction.: ProQuest LibCentral. Mode of access: World Wide Web.
Table of contents provided by Syndetics
- List of Boxes (p. vii)
- List of Figures (p. ix)
- List of Tables (p. xi)
- List of Plates (p. xiii)
- Acknowledgements (p. xv)
- 1 Introduction: A practical approach to wine marketing (p. 1)
- 2 The international business environment of wine (p. 35)
- 3 The marketing dimensions of production processes: adding value to the vine (p. 83)
- 4 Cellar door: direct sales, brand building and relationships (p. 112)
- 5 The role of intermediaries (p. 143)
- 6 Retailing (p. 160)
- 7 Licensed premises (p. 188)
- 8 Wine events (p. 207)
- 9 Wine brand image agents: advertising, endorsements, reviews and media (p. 225)
- 10 Marketing cooperation: regions, networks and clusters (p. 259)
- 11 Conclusions: To market to market (p. 295)
- References (p. 309)
- Index (p. 340)