An introduction to management for the wine industry, targeted at both students and professionals. Lire la suite
The world of wine business is rapidly developing. A drink which for centuries was made and sold locally, primarily around the Mediterranean, is now produced around the world and has growing markets in places as diverse as East Asia, tropical Africa and North America. Yet despite this, no comprehensive text has been devoted to the full range of activities involved in managing the commerce of wine.
This broad-ranging book covers every aspect of the management and marketing of wine:
• It analyses the changing global context within which the wine industry operates, comprising economic and legal structures and varying attitudes to wine and the make-up of the industry.
• It considers how enterprises are best managed, including financial control, strategic planning leadership and human resources.
• It investigates the key aspects of strategic marketing, such as branding, promotion and consumer behaviour.
Of particular interest is the section which looks at four areas in which the wine business is rapidly changing: its relation to the hospitality industry, wine tourism, luxury and social media. This allows the reader to place the chapters with a more traditional management focus into the new, globalised world of wine enterprise.
The book is co-authored by some of the world's leading researchers and thinkers in the field of wine business, and includes contributions not just from Europe (including France, Italy, the UK and Cyprus) but also from North and South America and Australia.