Table of contents
A Review of Direct Marketing and How It Can be Applied to the Wine Industry
Caroline W. RoweThe article details the reasons for the growth of direct marketingand the basic principles as they are applied to the wine industry. Touse direct marketing successfully its role…
The South Australian Wine Grape Market: An Analysis Using Experimental Economics Techniques
J.P.A. Burns, M.J. Meyler, P. Tiernan, A.J. FischerA series of six laboratory experiments was conducted in 1986 and1987 to examine the impact of minimum prices on the market for winegrapes, similar to what has existed in South…
Building the Paul Masson Brand
Paul E. BreachThe evolution of the Paul Masson wine brand in the UK over aten‐year period is described. An assessment is made of the variousreasons for particular successes and failures during…
Risk Reducing Strategies Used in the Purchase of Wine in the UK
Vincent‐Wayne Mitchell, Michael GreatorexThis article considers whether or not perceived risk is hinderingthe growth of wine consumption in countries such as the UK. Anexamination is made of the applicability of the…
″The Big Four″: An Examination of the International Drinks Industry
James EspeyThe world liquor market is considered from the viewpoint of thefour major groups within the industry, with particular reference to theUnited Distillers Group (UDG). The three…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall