Whilst <b>Wine Marketing: a practical guide</b> 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:<br><br>* 'How to' and 'how not to' case studies based on international examples<br>* A guide to further reading and websites<br>* 'Issues to consider when marketing' section as a means of self-evaluation<br><br>'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. <br><br>* Systematic discussion of how to adapt classic marketing techniques to the specifics of the wine industry.<br>* International case studies and examples to demonstrate real-life practice.<br>* A variety of features to facilitate learning and allow self-evaluation.