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.

Customer Review: A basic overview of wine marketing

Let me begin by clarifying that I am a marketing professional with hands on experience in many aspects of tactical and strategic marketing. I purchased four books on wine marketing and public relations to obtain a better understanding of the wine industry and how it markets.

I rate this book 3.4. It provides a decent overview of the wine industry and how it conducts business. Written in the style of a classic student text, citing numerous studies, it covers all aspects of wine marketing. I found it most useful for its updated industry statistics on consumption per capita in various countries and the modern trends in the global wine industry. It also provides the perspective that wine is an experiential product, opening up the opportunity to create a special moment in any of a variety of wine marketing programs.

I'd consider this wine marketing 101, meaning I think it provides a useful overview of marketing with useful insights, but not a detailed guide one could use by itself as a blueprint for creating a wine marketing program. But, then I don't think any of the other texts really do that either. It is a useful reference and does provide both insights and value.

I'd recommend this for the wine business novice seeking to understand the wine market.

Mark Vincent

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