Global directions in wine marketing

摘要

The word 'crisis' has been used to describe the parlous state of the French wine sector for almost 20 years. During this period of turmoil, it has been difficult to understand the processes undertaken by France's wine marketers to remedy the commercial environment. Members of the French wine industry would expect the implementation of an effective marketing response, designed to counter the ongoing state of commercial stagnation. Given that France's wine marketers have been effectively constrained by regulation and a lack of a coherent strategy, it is surprising that the continuing commercial malaise had not degenerated further.