... of symbolic meaning – between the outward, social world and the inward, self‐identity world. Image Brand image Product management Alcoholic drinks industry An issue of ongoing concern for both marketing researchers and practitioners is the economic and psychological benefits which consumers...

... et al. (1996). One opinion seeking item read: “When I consider buying wine, I ask other people for advice”. © MCB UP Limited 1998 Alcoholic drinks industry Consumer behaviour Innovation International marketing Product launch The evolution of a global economy means...

...Elizabeth Meerabeau; Roy Gillett; Michael Kennedy; Johnson Adeoba; Michael Byass; Kingsley Tabi Sponsorship has been a growth area in the marketing mix through the 1980s with “corporate” aims joining brand‐directed objectives in recent years. The alcoholic drinks industry has now the second biggest...

... quite different tactics to meet future threats and opportunities. It is also argued that wine marketing issues in the future will be at the forefront of wine company research and decision making. © MCB UP Limited 1990 Marketing Alcoholic drinks industry Wines and spirits Marketing strategy...

... was a success while the other was a failure and the reasons for both cases are examined. What emerges is that it is dangerous to cut corners in the accepted testing techniques for new products. © MCB UP Limited 1990 Marketing Marketing strategy Alcoholic drinks industry New product development...

... Marketing Alcoholic drinks industry ...

... Brands Marketing Markets Wines and spirits Alcoholic drinks industry ...

.... A key factor affecting the industry is that the number of competitors continues to decline as companies merge and as brands are increasingly produced for mass markets. © MCB UP Limited 1989 Globalization Wines and spirits Alcoholic drinks industry ...

... results show how consumers reduce the risks they perceive and the implications for marketing are discussed. © MCB UP Limited 1989 Wines and spirits Consumer′s risk Alcoholic drinks industry Marketing ...

... marketing is described; and eight key steps towards establishing and implementing a database are given. © MCB UP Limited 1989 Direct selling Marketing Marketing concepts Wines and spirits Alcoholic drinks industry Direct marketing ...

... conclusions are made with regard to their role in practising societal marketing and, thus, their influence on consumer welfare. © MCB UP Limited 1989 Alcoholic drinks industry Ethics Marketing South Africa Tobacco Industry ...