Bøger af Pierre Mora

In light of globalization, it introduces state-of-the-art wine positioning techniques, with an emphasis on the identity, segmentation and positioning of wine appellations and wine brands.

Edited by esteemed professor of marketing Pierre Mora and published in association with the Bordeaux College of Business, this groundbreaking book applies business pedagogys powerful learning tool to the unique challenges of wine business management. Within are thirteen cases drawn from the examples of real business success and calamity by an international group of respected wine business scholars.