Successful Wine Marketing

Description

This book reflects the work of wine marketing experts as expressed in their presentations to the annual three-week Wine Marketing Short Course at the University of California, Davis. The course was initially organized in collaboration with the international wine management curriculum sponsored by the International Organization for Vines and Wines (OIV). We have been involved in this course since its inception a decade ago. This book is intended for students in wine marketing and management, enology, and viticulture who seek to broaden their understanding of the wine sector. It is also intended for those already working in wine market ing and management who seek new ideas and insights. Finally, this book should be of general interest to others involved directly or indirectly in the grape and wine sector. Each chapter was written from the oral presentations of the authors and reflects the spontaneity and informality of the classroom environment. The writing may lack the "gravitas" of academic material, but it accurately presents the thinking and conclusions of those who make a living by mar keting wine. There is some duplication that serves to emphasize important points, and there are several case studies explaining real-life experiences in the industry. Legal requirements and commercial practices cited by authors may differ between regions and among institutions familiar to readers. However, the underlying principles guiding marketing strategies can be applied in different situations, for example, where supermarket wine sales may be restricted or direct sales prohibited.

Get the book

Amazon.com

Search the book

eBay.com

Search the book

Similar books

• 

  Animal Sciences: The Biology, Care, and Production of Domestic Animals, Fourth Edition

  By John R. Campbell, M. Douglas Kenealy, Karen L. Campbell

  Timberlake claimed in 1980 that a fundamental problem with Singer's work is the lack of an adequate definition of suffering ...

• 

  Resilient Agriculture: Cultivating Food Systems for a Changing Climate

  By Laura Lengnick

  3. D. Layne. 2013. Tree Fruit: Protecting Your Investment. American/Western Fruit Grower, September/October. 4. R. Snyder and J. Melu-Abreu. 2005. Frost ...

• 

  Biodesign: The Process of Innovating Medical Technologies

  By Stefanos Zenios, Josh Makower, Paul Yock

  At that time, these were in the low $10s of millions. ... be a good partner going forward, even though it takes longer to get the deal done," offered Chess.

• 

  Advanced Signal Processing: A Concise Guide

  By Amir-Homayoon Najmi, Todd Moon

  [ 59 ] S. Kotz , T. J. Kozubowski , and K. Podgorski , The Laplace ... valued signal processing : The proper way to deal with impropriety , ” IEEE Trans .

• 

  Resources for Technical Communication

  By Pearson Education, Pearson Education Staff, David P Pearson Education

  Some documents are annotated; some are left without annotations to provide more flexibility for instructors. This booklet can be packaged at no additional cost with any Longman title in technical communication.

• 

  Chemistry: An Introduction to General, Organic, and Biological Chemistry; Chemistry Study Pack Version 2.0 CD-ROM; The Chemistry of Life CD-ROM;...

  By Karen C. Timberlake

  Chemistry: An Introduction to General, Organic, and Biological Chemistry; Chemistry Study Pack Version 2.0 CD-ROM; The Chemistry of Life CD-ROM;...

• 

  Poultry Science: Fifth Edition

  By Colin G. Scanes, Karen D. Christensen

  The emission rates for ammonia (Casey et al., 2006): • Layers: 116 g NH3 per AU (AU or animal unit or 500 kg). • Broilers: 135 g NH3 per AU (AU or animal unit or 500 kg). Emission rates in different reports vary from less than either 10 ...

• 

  Solid State Materials Chemistry

  By Patrick M. Woodward, Pavel Karen, John S. O. Evans

  [45] B.F. Hoskins, R. Robson, “Design and construction of a new class of scaffolding-like materials comprising infinite polymeric frameworks of 3D-linked molecular rods. A reappraisal of the zinc cyanide and cadmium cyanide structures ...

• 

  Abbreviations Dictionary

  By Dean A. Stahl, Karen Landen

  ... Tallest Mountain Mount Robson—12,972 feet or 3,954 meters—in the Canadian Rockies Canada's Westernmost City Dawson, Yukon Canada's Westernmost Point in Yukon Territory just east of Alaska's Demarcation Point Canary Islands' Largest ...

• 

  Agriculture: A Very Short Introduction

  By Paul Brassley, Richard Soffe

  ACCOUNTING Christopher Nobes ADVERTISING Winston Fletcher AFRICAN AMERICAN RELIGION Eddie S. Glaude Jr AFRICAN HISTORY ... Hugh Bowden ALGEBRA Peter M. Higgins AMERICAN HISTORY Paul S. Boyer AMERICAN IMMIGRATION David A. Gerber AMERICAN ...