European Journal of Marketing · 1990 · 21 citations · 0 references
BusinessMarketingMarketing ManagementInternational MarketingMarketing StrategyStrategic MarketingBeverage MarketingBeverage Sales ManagementGlobal BrandingInternational Market ResearchInternational Marketing StrategyWine ManagementInternational Market CommitmentsWine DistributionWine MarketingWine PricingWine Retail ManagementWine Risk ManagementWine Sales ManagementWine Strategy
The changes that are occurring in the international market for alcoholic drinks are addressed and implications on how these changes will affect the marketing of wine in the future are made. The article identifies that the wine industry is not one but two industries which will deploy quite different tactics to meet future threats and opportunities. It is also argued that wine marketing issues in the future will be at the forefront of wine company research and decision making.