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Looks at the relationship between wine production and marketing, focussing in consumer behaviour and cultural attitudes. This work examines the context of wine production, the wine consumer and the social context of wine. It covers the politics and economics of wine from supporting rural industries in France to protecting customers from deception.

The world of champagne offers a fascinating insight into the complexity of modern business management and marketing. Champagne is at the same time a wine, a luxury product and a regional brand - it is tied to the place from which it comes, and can be made nowhere else. It therefore highlights a range of characteristics which make it interesting to the modern business world.

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...