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. 

• Systematic discussion of how to adapt classic marketing techniques to the specifics of the wine industry.
• International case studies and examples to demonstrate real-life practice.
• A variety of features to facilitate learning and allow self-evaluation.