| 1 | | Introduction: A practical approach to wine marketing | | 1 |
| 2 | | The international business environment of wine | | 35 |
| 3 | | The marketing dimensions of production processes: adding value to the vine | | 83 |
| 4 | | Cellar door: direct sales, brand building and relationships | | 112 |
| 5 | | The role of intermediaries | | 143 |
| 6 | | Retailing | | 160 |
| 7 | | Licensed premises | | 188 |
| 8 | | Wine events | | 207 |
| 9 | | Wine brand image agents: advertising, endorsements, reviews and media | | 225 |
| 10 | | Marketing cooperation: regions, networks and clusters | | 259 |
| 11 | | Conclusions: To market to market | | 295 |