Abstract
Wine marketing encompasses all aspects of the winery at all stages of development. It begins with image development, market research, and development of the marketing plan and marketing budget; continues through the initial sale; and then focuses on consumer retention.
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© 2002 Springer Science+Business Media New York
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Vine, R.P., Harkness, E.M., Linton, S.J. (2002). Marketing. In: Winemaking. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-0733-8_13
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DOI: https://doi.org/10.1007/978-1-4615-0733-8_13
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4613-5215-0
Online ISBN: 978-1-4615-0733-8
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