Marketing in the Wine Business: Present Challenges and Future Developments. Introduction

Lorenzo Zanni and Tommaso Pucci

Micro & Macro Marketing, 2019, issue 1, 13-20

Abstract: In order to highlight the present challenges and future developments that the wine business is going through (and that it will go through in the coming years), M&MM intended to stimulate academics, experts and practitioners to deliver the latest results of their marketing researches. The special issue that we are introducing here, consists in a selection of five papers from authors that had responded to the call for papers. Many aspects and different unit of analysis of wine business were analysed highlighting the current challenges of the wine industry and setting the stage for future marketing research developments.

Keywords: Wine Business; Agribusiness; Marketing Research; Present Challenges; Future Developments. (search for similar items in EconPapers)
Date: 2019
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