Wine and the Marketing Mix: An Analysis of New Zealand Wine Brands in the UK Off Trade
The global wine industry is in a period of immense change. Traditionally, production driven, the industry now finds itself in an increasingly competitive global market place, where branding and a marketing driven approach are considered the key to future success. In the UK wine market (especially th...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2005
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| Online Access: | https://eprints.nottingham.ac.uk/20075/ |