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| Author: | Reid, M. (et al.) |
| Title: | Integrated marketing communications in Australian and New Zealand wine industry |
| Journal: | International Journal of Advertising
2001 : VOL. 20:2, p. 239-262 |
| Index terms: | BRANDS WINE INDUSTRY AUSTRALIA NEW ZEALAND |
| Freeterms: | MARKETING COMMUNICATIONS |
| Language: | eng |
| Abstract: | The global wine industry is facing significant changes including: retail concentration; proliferation of brands and labels; fragmenting consumer markets: and over-production. Improving the planning, implementation and integration of marketing communications activities is essential for the survival of brands and companies operating under these conditions. This research reports on findings into marketing communications integration in the context of the Australian and New Zealand wine industries. |
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