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Keywords: New Zealand wine sector
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Journal Articles
An Exploration of Contemporary Marketing Practices in the New Zealand Wine Sector: Evidence from Three Cases
Available to Purchase
International Journal of Wine Marketing (2001) 13 (1): 5–22.
Published: 01 January 2001
... earlier research findings is discussed. A case study methodology for conducting research into the New Zealand wine sector is then considered. The preliminary findings suggest that vineyards increasingly employ a pluralistic approach to marketing combining transaction marketing with relational types...
