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Bücher Englische Bücher Wissen & Bildung Naturwissenschaft, Medizin, Informatik, Technik Technik Chemische Technik Successful Wine Marketing
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Successful Wine Marketing
James Lapsley, Kirby Moulton (Gebundene Ausgabe, Englisch)
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Beschreibung
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. Dieses Produkt haben wir gerade leider nicht auf Lager.
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Technische Daten
Erscheinungsdatum
31.03.2001
Sprache
Englisch
EAN
9780834219625, 9780834219625
Herausgeber
Springer US
Sonderedition
Nein
Autor
James Lapsley, Kirby Moulton
Seitenanzahl
308
Einbandart
Gebundene Ausgabe
Schlagwörter
wine, viticulture, Advertising, brand, Category Management, design, Distribution, environment, Internet, marketing, pricing
Thema-Inhalt
TDCT - Lebensmittel- und Getränketechnologie
Höhe
234 mm
Breite
15.6 cm
Hersteller: Humana, Europaplatz 3, Heidelberg, Deutschland, 69115, ProductSafety@springernature.com, Springer Nature Customer Service Center GmbH
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