The Marketing of Champagne: The Way Forward

  • Salolainen M
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Abstract

Examines the alternatives available for the Champagne producers and marketers to overcome the serious consequences the present recession has brought upon them. Recommendations are made to formulate and develop a strategic basis for turning the tide by means of linking the ethical and quality aspects of Champagne production to marketing activities. Lessons for producers of other wines are also given.

Author-supplied keywords

  • Positioning
  • Pricing
  • Quality
  • Recession
  • Signalling

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Authors

  • Markus Salolainen

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