The Business of Champagne (eBook, ePUB)

A Delicate Balance
Redaktion: Charters, Steve

• Format: ePub

Produktbeschreibung

This is the first book to offer a complete overview of the way in which champagne as a product is organized, managed and marketed and what its future prospects are. The book covers the entire range of issues surrounding the management of the champagne industry by reviewing the current context of champagne (structural, economic and legal), the role of 'place' (identity and terroir and tourism), marketing the 'myth' of champagne (image and competitive advantage) and the management of the industry (accountability, people and the territorial brand). The book brings together leading academics and examines the champagne region from multidisciplinary perspectives.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 240
• Erscheinungstermin: 11. Januar 2013
• Englisch
• ISBN-13: 9781136670800
• Artikelnr.: 45134529

Autorenporträt

Steve Charters is Chair of Champagne Management and Director of the Reims Research Centre for Wine-Place-Value, France, as well as being a Master of Wine.

Inhaltsangabe

Introduction Section 1: Context 1. The Organization of Champagne: A
Historical and Structural Introduction 2. Producing Champagne 3. The Legal
Context of Champagne 4. The Economic Perspective on Champagne Section 2:
The Place 5. A Place of Paradox: Champagne as it is Presented to the
Outsider 6. Mobilising Brands and Terroir in Champagne Section 3: Creating
the Myth and Selling the Wine 7. Champagne's Mystique, or Complexity and
Consumer Confusion 8. The Future of the Champagne Brand 9. Distributing
Champagne Section 4: Managing the Industry 10. Creating and Sustaining a
Competitive Advantage Over Time 11. Strategic Implementation: Accounting to
Accountability in Champagne 12. Exploding Bottles: Exploring the Culture
and Workforce of Champagne Section 5: Reflecting on Champagne 13.
Conclusions References. Index