International Journal of Wine Marketing: Volume 4 Issue 2


Table of contents

The Wine Market in Poland Tradition and Marketing Implications

Anna Sancewicz‐Kliś

Addresses the tradition of the wine (and other alcoholic drinks) market in Poland. Describes its present status, and outlines implications for future marketing strategies…

The Marriage of Food and Wine

W.K.H. Bode

Briefly looks at the marriage of food and wine through the ages. Describes how wine is used in the cooking process and outlines factors for consideration when serving wine with a…

Concerns about Green Marketing

Peter Kangis

Proposes that the challenges both for marketing specialists and for consumers, raised by the concept of green marketing, are due to several issues, such as the lack of an…


Touristic Development of a Viticultural Region of Spain

David C. Gilbert

Describes a number of new initiatives aimed at developing tourism in La Rioja, a viticultural region of Spain, which represents a response to pressures to develop the local…

Cadbury's Cream Liqueur: A Case History

Hugh Seymour‐Davies

Reports on the launch of Cadbury's Cream Liqueur by Bass in 1990 into the UK's cream liqueur market, hitherto dominated by IDV's Baileys Irish Cream. Within a year Cadbury's had…

Tackling the Challenge of Western Markets: The Case of Tokaj, Hungary

Jeremy Lee Williams, Brendan Pearson

The Hungarian wine industry is in a state of transition. Old methods and practices are being abandoned and new techniques are arriving from the West. Tokaj, one of the world's…



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1989 – 2006

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Emerald Publishing Limited