The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market: Consumers, Marketing and the Wider World - Image 1

£79.12

Chandos Publishing The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market: Consumers, Marketing and the Wider World

Name: The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market: Consumers, Marketing and the Wider World
Brand: Chandos Publishing
Price: 79.12 GBP
Availability: InStock

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Description

The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market presents information on China and its role as a relevant player in the international wine industry, both as supplier and consumer. The book provides new insights into the global dynamics of the wine industry, expanding the knowledge of academics, practitioners, and students on the growing demand for wine in China. Special attention is paid to the supply and demand changes, their impacts on Western wine supply chains, and new market opportunities. The book contributes the latest research findings to increase the understanding of the context of wine consumption in China and the most suitable marketing and communication approaches. The book aims to provide academics with the most adequate methodological tools to study a novice market, with both conceptual and empirical chapters included. The book covers a range of topics, including the behavior of Chinese consumers and their attitudes towards wine, the cultural context of wine in China, the characteristics of the wine supply chain in China and its development, the impact of China on Western wine supply chains, wine marketing and communication in China, wine branding in China, including counterfeiting, wine education in China, the links between wine, food, luxury, and Western products in China, and wine tourism.

Product Specifications

Brand: Chandos Publishing
Format: hardcover
ASIN: 008100754X
Category: Books > Subjects > Business, Finance & Law > Accounting
Domain: Amazon UK
Release Date: 30 November 2016
Listed Since: 10 August 2016

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Chandos Publishing The Wine Value Chain in China: Global Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market: Consumers, Marketing and the Wider World

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