Marketing Texas wine : determining the who, what, and where of a growing market / John P. Long, Wen-Ting Liao, Kimberly Cuellar.

Format:

Book

Author/Creator:

Long, John P., active 2018, author.

Liao, Wen-Ting, author.

Cuellar, Kimberly, author.

Series:

SAGE Business Cases.

SAGE Business Cases

Language:

English

Subjects (All):

Wine and wine making--Texas--Marketing.

Wine and wine making.

Wine industry--Texas--Management.

Wine industry.

Physical Description:

1 online resource : illustrations.

Other Title:

Marketing Texas Wine

Place of Publication:

London : International CHRIE, 2018.

Summary:

The Texas wine industry has been growing dramatically since the 1970s with some wineries like Llano Estacado producing award winning wine and supplying wine to some of the nations' dignitaries. Despite its accolades, most Texas wine is sold within its own state boundaries. With the California wine drought going to affect the quantity of wine produced, the state of Texas has an opportunity to market its product to current and new wine drinkers. This case provides a background on origin labeling and the wine industry, while providing potential marketing strategies the industry can use to increase revenues and improve image.

Notes:

Originally Published InLong, J. P., Liao, W., & Cuellar, K. (2018). Marketing Texas wine: Determining the who, what, and where of a growing market. Journal of Hospitality & Tourism Cases, 6(3), 67–74.

Includes bibliographical references and index.

Description based on XML content.

ISBN:

1-5297-1680-2

9781529716801

OCLC:

1141315146