| 書目名稱 | Successful Wine Marketing | | 編輯 | Kirby Moulton (Economist, Emeritus),James Lapsley | | 視頻video | http://file.papertrans.cn/882/881554/881554.mp4 | | 圖書封面 |  | | 描述 | 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 | | 出版日期 | Book 2001 | | 關(guān)鍵詞 | wine, viticulture; Advertising; brand; Category Management; design; Distribution; environment; Internet; mar | | 版次 | 1 | | doi | https://doi.org/10.1007/978-0-387-29965-5 | | isbn_softcover | 978-1-4757-6631-8 | | isbn_ebook | 978-0-387-29965-5 | | copyright | Springer Science+Business Media New York 2001 |
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