Abstract
The successful wine marketer will sell the last bottle of wine at the highest possible price on the day before the succeeding vintage is released. The challenge is to figure out how to become a successful wine marketer in the first place. The purpose of this chapter is to explore this question with a particular emphasis on how to differentiate a product and create market niches.
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© 2001 Springer Science+Business Media New York
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Shelton, T.H. (2001). Product Differentiation. In: Moulton, K., Lapsley, J. (eds) Successful Wine Marketing. Springer, Boston, MA. https://doi.org/10.1007/978-0-387-29965-5_11
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DOI: https://doi.org/10.1007/978-0-387-29965-5_11
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4757-6631-8
Online ISBN: 978-0-387-29965-5
eBook Packages: Springer Book Archive