Editorial

Citation

Howley, M. (2006), "Editorial", International Journal of Wine Marketing, Vol. 18 No. 3. https://doi.org/10.1108/ijwm.2006.04318caa.001

Editorial

In this, the third edition of the Journal of 2006, we have a mixture of authors who have written for us before and those who have not. An author who is well known to the Journal is Linda Nowak of Sonoma State University who, with her colleague Sandra Newton, has written a practical article on the marketing applications of the tasting room experience. As the Sonoma Valley is seen as the home of the California wine industry there must be many tasting rooms to study adjacent to Sonoma State. Another author in this issue, whose work we have published before is David Priilaid who, with his colleague, Paul van Rensburg, has contributed a scholarly piece on the relationship between price and value in the case of South African red wines.

Of writers who are new to the Journal, TC Melewar of Brunel University, writing with Warren Pike of the University of Warwick, presents a study of the marketing problems facing independent wine producers in France. Agnes Murray and

David Demick of the University of Ulster, have written on the diffusion of innovation as it relates to the Irish wine market while Nelson Barber, with Barbara Almanza and Janis Donovan, all from Purdue University, have looked at the influence of demographic variables on the consumer wine buying decision in the USA.

Interesting areas of wine marketing where we continue to receive very few contributions include wine retailing and the usage of wine in in-flight catering. We look forward to receiving contributions in these areas in the future.

Michael Howley