The Marketing of Wine from Small Wineries

Edwards, Frankie (1986) The Marketing of Wine from Small Wineries The University of Queensland:

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Author Edwards, Frankie
Title of report The Marketing of Wine from Small Wineries
Formatted title

Publication date 1986-01-01
Place of publication The University of Queensland
Total pages 83
Language eng
Subjects 1503 Business and Management
Formatted abstract
The objectives of this Research Project were to examine current practices in the marketing of wine from small wineries in Australia and to make suggestions as to how they might be improved. As formal research in this field is lacking, the approach taken was to combine a review of popular literature on the subject with discussions with people involved in the wine industry. The main conclusions reached were that a marketing strategy based on product quality should be adopted and that, in most respects, such a strategy is being implemented but not consistently or in an integrated fashion. It is also suggested that cooperative marketing efforts could be very useful.

Document type: Research Report
Collection: MBA reports
Citation counts: Google Scholar Search Google Scholar
Created: Wed, 15 Dec 2010, 23:59:12 EST by Mr Yun Xiao on behalf of The University of Queensland Library