LEADER 05358nam 2200721Ia 450 001 9910956856803321 005 20251117064738.0 010 $a87-630-9954-3 035 $a(CKB)2670000000066969 035 $a(EBL)3400783 035 $a(SSID)ssj0000517363 035 $a(PQKBManifestationID)11343058 035 $a(PQKBTitleCode)TC0000517363 035 $a(PQKBWorkID)10488060 035 $a(PQKB)11249818 035 $a(MiAaPQ)EBC3400783 035 $a(Au-PeEL)EBL3400783 035 $a(CaPaEBR)ebr10465542 035 $a(OCoLC)769016085 035 $a(BIP)38787911 035 $a(BIP)17177522 035 $a(EXLCZ)992670000000066969 100 $a20080807d2008 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 04$aThe business of wine $ea global perspective /$fPer V. Jenster ... [et al.] 205 $a1st ed. 210 $a[Copenhagen] $cCopenhagen Business School Press$d2008 215 $a1 online resource (198 p.) 300 $aDescription based upon print version of record. 311 08$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"" 330 $aThe Business of Wine is aimed at anyone with an interest in broadening his or her view of wine to encompass some of the fascinating complexities of the business side of this international industry. It is also the intention that it provides substantive reading for the professional, the academic, or the student seeking to gain deeper insight into the structure and economics of the industry as well as into the various trends and pressures which are currently affecting it. Go to any bookstore, and you will find a myriad of guides to the wines of the world. Interesting as such books are to wine lovers, these volumes leave many gaps. The aim of this book is to fill those gaps and to provide a global overview of wine as a business. While it is still possible to drive through Provence, Napa Valley or Mendoza unearthing the odd case of undiscovered nectar, the real backbone of today's wine industry lies elsewhere. It is that backbone - its structure and complex functions - that is examined in detail in The Business of Wine. 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$01805588 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910956856803321 996 $aThe business of wine$94468966 997 $aUNINA