Whilst ''Wine Marketing: A Practical Guide'' also looks at theory and existing research, the main focus of this book is on the practicalities of wine marketing. Each chapter includes the following invaluable features: 'How to' and 'how not to' case studies based on international examples; a guide to further reading and websites; 'issues to consider when marketing' section as a means of self-evaluation. ''Wine Marketing'' systematically outlines the major issues involved in the production and marketing of wine. Its accessible and clear-sighted approach makes it an invaluable guide for everyone in the field. It offers a systematic discussion of how to adapt classic marketing techniques to the specifics of the wine industry. It incorporates international case studies and examples to demonstrate real-life practice and a variety of features to facilitate learning and allow self-evaluation.