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Wie kann die aktuelle Forschung im Marketing fr die Praxis genutzt werden? Antworten auf diese Frage liefern die Beitrge dieses Sammelbandes. Erfahrene Experten aus Wissenschaft und Praxis beleuchten kompetent alle Bereiche des Marketings ber den gesamten Wertschpfungsprozess in kleinen wie groen Weingtern und Kellereien. Anhand theoretischer Ausfhrungen und aktueller Fallbeispiele zeigen sie auf, wie Kundenwnsche erforscht und Zielgruppen identifiziert werden und wie es gelingt, innovative Produkte zu entwickeln, um diese am Markt mit Mitteln der Verpackungs-, Kommunikations- und Preisgestaltung durchzusetzen. Weinmarketing bietet wertvolle Informationen zur Vermarktung und fr den Praktiker konkrete Handlungsanweisungen auf Basis der aktuellen Forschungsergebnisse.
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