1986-2016: Are we still playing the same (marketing) song?

Author: Corsi, Armando

Abstract: This is what Seppelt fine wines manager Brian Miller wrote exactly 30 years ago in an article published in the Australian Wine Industry Journal, as this publication was then known, about the role of wine marketing. Now that three decades have gone by, we thought it would be nice to ask ourselves what has changed about our knowledge of wine marketing and what principles we believe should be guiding wine stakeholders at all levels of the supply chain.

Co-author(s): Lockshin, Larry

Publication: Wine & Viticulture Journal, Volume 31 Issue 3, May/June 2016, pp. 24-26

 

Download PDF

image-description
@EhrenbergBasson Twitter
image-description

Now available as an eBook exclusively to Apple iBooks

image-description

The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.