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The wine industry has been criticised in the past for adopting a massmarketing approach but in the current ultracompetitive wine market the inevitable outcome of a production rather than marketing orientation is almost certain failure. Whereas the Australian domestic wine market is currently...
This paper explores the use of interactive marketing by UK online wine providers to discover the extent to which strategic or tactical use is made of the webbased presence. The four principles of relationship marketing were used as an evaluative framework against which online wine providers were...
EBusiness channels are presenting novel opportunities for small vineyards to target new online market segments, to communicate directly with the customer and sidestep the main wine distributors who have traditionally blocked access to substantially wider markets. In the UK, where the majority of...
Wine consumption has increased worldwide by 5.6 since 1994. All the major wine consuming regions have reported increases in consumption Asia China, Japan, South Korea, Singapore and Taiwan, Northern Europe Denmark, Sweden, Finland and Norway and North America USA and Canada have experienced the...
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