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The Marketing of Wine from Small Wineries: Managing the Intangibles

Frances Edwards (Griffith University, Queensland, Australia)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 January 1989

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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

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MCB UP Ltd

Copyright © 1989, MCB UP Limited