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On‐Line Wine — Strategic or Tactical?

Sarah Quinton (Oxford Brookes University, School of Business, Wheatley Campus, Oxford, England OX33 1HX)
Sally Harridge‐March (Oxford Brookes University, School of Business, Wheatley Campus, Oxford, England OX33 1HX)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 2003

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Abstract

This paper explores the use of interactive marketing by UK on‐line wine providers to discover the extent to which strategic or tactical use is made of the web‐based presence. The four principles of relationship marketing were used as an evaluative framework against which on‐line wine providers were assessed. The paper finds that most UK on‐line wine providers use interactive marketing tactically without giving sufficient consideration to maximising the potential of building relationships through Interactivity.

Keywords

Citation

Quinton, S. and Harridge‐March, S. (2003), "On‐Line Wine — Strategic or Tactical?", International Journal of Wine Marketing, Vol. 15 No. 1, pp. 34-43. https://doi.org/10.1108/eb008750

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MCB UP Ltd

Copyright © 2003, MCB UP Limited