Establishing Marketing Management in Wine Companies

Establishing Marketing Management in Wine Companies At last it is being recognised that a proper approval to marketing management is needed in the wine industry. So far it would appear that only halfhearted, plugthegap efforts have been made in this direction with the result that there has been a dearth of qualified personnel. Some confusion over the definition of marketing in the wine industry still exists it is not about sales and advertising, and changes in strategy should not be allowed to dilute management's appreciation of marketing as a mandatory function. In order to instil the correct approach to marketing in general and wine marketing in particular, emphasis should be placed on formal training procedures, recruitment, reallocation of managerial responsibilities, and the setting of objectives. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Establishing Marketing Management in Wine Companies

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008581
Publisher site
See Article on Publisher Site

Abstract

At last it is being recognised that a proper approval to marketing management is needed in the wine industry. So far it would appear that only halfhearted, plugthegap efforts have been made in this direction with the result that there has been a dearth of qualified personnel. Some confusion over the definition of marketing in the wine industry still exists it is not about sales and advertising, and changes in strategy should not be allowed to dilute management's appreciation of marketing as a mandatory function. In order to instil the correct approach to marketing in general and wine marketing in particular, emphasis should be placed on formal training procedures, recruitment, reallocation of managerial responsibilities, and the setting of objectives.

Journal

International Journal of Wine MarketingEmerald Publishing

Published: Jan 1, 1991

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