Wine and the Marketing Mix: An Analysis of New Zealand Wine Brands in the UK Off Trade

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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Bibliographic Details
Main Author: Wellings, Antony David
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2005
Subjects:
Wine
Marketing Mix
Online Access:https://eprints.nottingham.ac.uk/20075/

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