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.

chapter 1|34 pages

Introduction: A practical approach to wine

chapter 5|17 pages

The role of intermediaries

chapter 6|28 pages


chapter 7|19 pages

Licensed premises

chapter 8|18 pages

Wine events

chapter 11|14 pages

Conclusions: To market to market