The Empire strikes back. Marketing Australian beer and wine in the United Kingdom
Details:
- Author(s) Merrett, David T, & Greg Whitwell
- Publication type Chapter
- Year published 1993
- Pages pp162-88
- Publisher Routledge
- Place Published London
Topics:
- Name Marketing inc brand & product development, distribution, etc
Countries:
- Australia
Library:
- Name British Library
- City London
- County Greater London
- Country England
- Postcode NW1 2DB
- Visit British Library's website
Groups:
Notes:
Considers the very substantial penetration of the UK market by Australian beer and wine producers since the early 1980s following reorganisation and modernisation of these industries resulting from technological innovation, product innovation and improved marketing; considers the marketing campaigns in the UK for the two products, noting their different nature and markets; explains the success of these marketing campaigns