商品簡介
Wine Marketing: a practical guide is vital for those studying and working in the wine industry. It takes the reader through the various stages of wine production, distribution and sales, applying eight 'P's of marketing developed by the authors to deal with the specifics of the wine industry, and looking at the importance of positive B2B relationships in wine marketing.
This comprehensive guide provides a series of conceptual tools along with an outline of critical issues in the contemporary wine business environment, that will enable students and practitioners to better understand the complex nature of the industry.
作者簡介
Richard Mitchell is Senior Lecturer in the Department of Tourism, University of Otago New-Zealand and Visiting Professor, Reims Management School, France.
