The Marketing of Wine from Small Wineries: Managing the Intangibles
Frances Edwards
(Griffith University, Queensland, Australia)
571
Abstract
The products that small wineries offer are examined and the product intangibility of wine is discussed. Marketing implications of the problem of defining what the customer wants from wine are examined and some solutions offered.
Keywords
Citation
Edwards, F. (1989), "The Marketing of Wine from Small Wineries: Managing the Intangibles", International Journal of Wine Marketing, Vol. 1 No. 1, pp. 14-17. https://doi.org/10.1108/eb017566
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited