Abstract
Whereas the excitement and pride of releasing the first vintage is fulfilling, it is a grave mistake to depend on the public sharing that enthusiasm once all the opening celebrations are over. It is at this point that many new wineries commence the failure process. Consequently, it is of essential importance that a comprehensive marketing plan be in place for generating a flow of revenue.
Adam Smith, an 18th-century economist and philosopher wrote: Consumption is the sole end and purpose of production; and the interest of the producer ought to be attended to only so far as it may be necessary for promoting that of the consumer.
An Inquiry into the Nature & Causes of the Wealth of Nations [1776] Vol. 1, Book 1, Chapter 8
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© 1997 Springer Science+Business Media Dordrecht
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Vine, R.P., Harkness, E.M., Browning, T., Wagner, C. (1997). Marketing. In: Winemaking. Springer, Boston, MA. https://doi.org/10.1007/978-1-4757-2656-5_13
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DOI: https://doi.org/10.1007/978-1-4757-2656-5_13
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4757-2658-9
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