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Marketing in the Wine Business: Present Challenges and Future Developments. Introduction

Author

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  • Lorenzo Zanni
  • Tommaso Pucci

Abstract

In order to highlight the present challenges and future developments that the wine business is going through (and that it will go through in the coming years), M&MM intended to stimulate academics, experts and practitioners to deliver the latest results of their marketing researches. The special issue that we are introducing here, consists in a selection of five papers from authors that had responded to the call for papers. Many aspects and different unit of analysis of wine business were analysed highlighting the current challenges of the wine industry and setting the stage for future marketing research developments.

Suggested Citation

  • Lorenzo Zanni & Tommaso Pucci, 2019. "Marketing in the Wine Business: Present Challenges and Future Developments. Introduction," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 13-20.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/93014:y:2019:i:1:p:13-20
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