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Wine: Achieving Competitive Advantage Through Design

David Jennings (Nottingham Trent University)
Chris Wood (Nottingham Trent University)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 1994

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Abstract

Considers the role of design as a marketing tool for the wine industry. The meaning of design and its relationship to marketing is defined then explored from a number of perspectives to demonstrate its relevance to modern wine making techniques. Examines the possibilities for a design led approach to wine making using case material from an English Winery. Concludes that design offers real opportunities in wine making as a means for developing effective marketing strategies.

Keywords

Citation

Jennings, D. and Wood, C. (1994), "Wine: Achieving Competitive Advantage Through Design", International Journal of Wine Marketing, Vol. 6 No. 1, pp. 49-61. https://doi.org/10.1108/eb008626

Publisher

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MCB UP Ltd

Copyright © 1994, MCB UP Limited