Thomas, Lisa C.; Painbéni, Sandra; Barton, Harry - In: International Journal of Entrepreneurial Behavior & Research 19 (2013) 2, pp. 238-260
marketing within the French wine industry. Design/methodology/approach – Following an initial review of the literature … describing the nature of entrepreneurial marketing and its potential application within the wine industry, a case study is … marketing in this commercially important French wine growing region. Findings – The marketing approach adopted by the case …