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Strategic interactive marketing of wine – a case of evolution

Sarah Quinton (Oxford Brookes University, School of Business, Oxford, UK)
Sally Harridge‐March (Oxford Brookes University, School of Business, Oxford, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 November 2003

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Abstract

With the rapid evolution of technology and the changing pattern of wine purchase, providers need to consider the adoption of technology by consumers and hence how this impacts on strategic marketing planning. This paper tracks the evolution of Internet marketing of wine in the UK and focuses on whether wine providers currently use the Internet as a fundamental ingredient of their marketing strategy or whether the Internet is purely employed tactically. The authors present evidence that the wine sector is under‐utilising the potential of the Internet as part of an integrated marketing strategy and proposes that a customer‐oriented computer interface is required.

Keywords

Citation

Quinton, S. and Harridge‐March, S. (2003), "Strategic interactive marketing of wine – a case of evolution", Marketing Intelligence & Planning, Vol. 21 No. 6, pp. 357-362. https://doi.org/10.1108/02634500310499211

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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