Economy and Management of Wine | Jérôme GALLO

Wine, which for centuries was produced and sold locally around the Mediterranean, is now being produced worldwide. It has sparked an industry that now generates markets in East Asia, tropical Africa, as well as North and South America. However, no work had yet been dedicated to all the activities involved in the wine economy. This book therefore offers to address every aspect of wine management and marketing: It first analyzes the global and evolving context within which the wine industry operates and rapidly develops, including the economic and legal environment and the industry's structuring methods. It delves into the best management practices identified in sector companies, including financial aspects, strategic planning, innovation, leadership, and human resources management. It examines essential aspects of strategic marketing, such as consumer behavior, brand development and management, distribution, and promotion. It explores two areas in which the wine industry is rapidly evolving, wine tourism and social networks, in order to put into perspective the traditional aspects of management in the globally changing and constantly renewing world of wine companies. This book benefits from contributions by researchers and experts among the most prominent in this field, both in Europe (France, Italy, United Kingdom, Cyprus) and in the Americas (North and South) and Australia.