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200 04$aThe business of wine$b[electronic resource] $ea global perspective /$fPer V. Jenster ... [et al.]
205   $a1st ed.
210   $a[Copenhagen] $cCopenhagen Business School Press$d2008
215   $a1 online resource (198 p.)
300   $aDescription based upon print version of record.
311   $a87-630-0201-9 
320   $aIncludes bibliographical references.
327   $a""THE BUSINESS OF WINE""; ""Table of Contents""; ""Preface""; ""Chapter 1  MARKET OVERVIEW""; ""Specific Types of Wine""; ""Changes""; ""Vineyard to Shelf""; ""Chapter 2  VINEYARDS OF THE WORLD""; ""Europe""; ""Vine-Growing Areas of the EU""; ""The Three Major EU Producers: Spain, Italy and France""; ""Elsewhere in Europe""; ""The Vineyards of Africa""; ""China's Planting Material""; ""The Americas""; ""Chapter 3 CONSUMER BEHAVIOR""; ""France: A Major Producer-Consumer of Wine""; ""Regular and Occasional Wine-Drinkers""; ""Class, Gender, Income Bracket, and Occupation""; ""Public Opinion""
327   $a""Wine as a Beverage versus Wine for Pleasure""""The UK One of the most highly Targeted Markets""; ""Taxation""; ""Chapter 4  PRODUCT CATEGORIES""; ""Still wine""; ""France""; ""Italy""; ""Market Shares""; ""Grape-Must""; ""Chapter 5 PRODUCTION""; ""Overview of the Process of Making Wine""; ""Fermentation""; ""Sediments""; ""The Equipment of the Modern Winery""; ""Chapter 6 HISTORY AND DEVELOPMENT OF THE DISTRIBUTION SYSTEM""; ""Evolution of Distribution""; ""Italy""; ""Germany""; ""Summary""; ""Chapter 7  THE MARKETING OF WINE""; ""The Essence of Wine Marketing""
327   $a""Consumer Risk Reduction Strategies and How Marketers can Exploit the Perceptions""""Global Trends in Marketing""; ""Marketing Trends in Major Wine Markets""; ""The Upsurge of Discounters""; ""Packaging""; ""Branding and Supply Chain Management in France""; ""Branding in Western Europe and the United States""; ""Reassurance and Guarantees""; ""The Internationals""; ""Private Label Marketing based on the UK Model""; ""Direct Marketing""; ""E-Business""; ""Chapter 8 COMPANIES AND HOW THEY COMPETE""; ""The Development of Strategies: Active and Reactive""; ""Super-Premium and Premium Wines""
327   $a""Understanding Size-Related Strategies""""Wine of Luxury Image""; ""Strategy Built on a Multi-Beverage Portfolio""; ""Traditional Family-Owned Wine Businesses""; ""Innovation in Wine Marketing & Branding""; ""Avant-Garde Californian Winemaker""; ""New Player from Emerging Markets""; ""Summary""; ""Chapter 9 LEGISLATION AND POLITICAL ISSUES""; ""Chronology of the Fundamental Rules of the Legislation""; ""Recent Restructuring, 2000-2004""; ""Chapter 10  THE FUTURE OUTLOOK""; ""The Culture of Wine""; ""Consumption and Trends in Europe""; ""Wines Market Share""; ""Conclusions""
606   $aWine industry
606   $aWine$xMarketing
606   $aWine and wine making
606   $aWine industry$vStatistics
606   $aWine$xMarketing$vStatistics
606   $aWine and wine making$vStatistics
606   $aViticulture
615  0$aWine industry.
615  0$aWine$xMarketing.
615  0$aWine and wine making.
615  0$aWine industry
615  0$aWine$xMarketing
615  0$aWine and wine making
615  0$aViticulture.
676   $a338.4/76632
701   $aJenster$b Per V$01483010
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906   $aBOOK
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996   $aThe business of wine$93750537
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