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.

1 Introduction: A practical approach to wine marketing
2 The international business environment of wine
3 The marketing dimensions of production processes: adding value to the vine
4 Cellar door: direct sales, brand building and relationships
5 The role of intermediaries
6 Retailing
7 Licensed Premises
8 Wine events
9 Wine brand image agents: advertising, endorsements, reviews and media
10 Marketing cooperation: regions, networks and clusters
, etc.