Case Studies in the Wine Industry - (Woodhead Publishing Consumer Science and Strategic Marketing) by Cristina Santini & Alessio Cavicchi

About the Book

"Case Studies in the Wine Industry aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the wine industry to achieve certain goals, including the rejuvenation of product image, the shaping of new market places, the achievement of market differentiation and geographical diffusion, the achievement of customer loyalty, and the promotion of traditional features of the product. There is an emerging demand from wine industry professionals and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research." --Amazon.com.

Book Synopsis

Case Studies in the Wine Industry aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the wine industry to achieve certain goals, including the rejuvenation of product image, the shaping of new market places, the achievement of market differentiation and geographical diffusion, the achievement of customer loyalty, and the promotion of traditional features of the product.

There is an emerging demand from wine industry professionals and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research.

About the Author

Cristina Santini is an Assistant Professor at the Università San Raffaele, in Rome. Her teaching experience covers the field of Marketing, Business Management and Strategy. She is the President of the Master Degree course in Human Nutrition for the University San Raffaele. Her research interests include: entrepreneurship, small business, strategic marketing, ecopreneurship and sustainability. Her primary focus is on food and wine business; she is also interested in case study and research methodology based on participatory approaches.