The need to implement a marketing approach based on enhancing the value of products and know-how is widely recognized by professionals and academics alike. The first part focuses on behavior and innovation and the second deals with experiences and strategies. We will travel to different wine-growing regions in France, USA, Australia and Canada to discover various strategies and experiences in wine marketing

Due to a global crisis and important industry modifications, the wine marketing field has grown over the past twenty years throughout the world. Our ambition being to share quality international research from various fields, we decided to publish a book on wine marketing. Beyond these strategies and experiences, historical, cultural and legal approaches are also presented. These contributions show just how rich and diverse wine marketing research actually is. Market researchers today are moving towards a better understanding of the wine industry and by cultivating their research just as the wine-grower cares for his vines, they can participate in its development. Marketers and marketing researchers have expressed their interest in wine. Now, we can only hope that wine professionals will find that there is a growing interest in marketing and that this mutual awareness will ensure a promising future for this important element of our culture. Wine Marketing: An International Approach has contributions from 10 international authors.

DR. YVES CHIROUZE is a Professor of Marketing and Honorary Dean of the School of Business and Management, University of Montpellier in France. His research in marketing, communication and distribution channels has been published in many international journals. Professor Chirouze has been a consultant to many major French and foreign companies and is the editor-in-chief of the Revue Internationale des Sciences Commerciales - Marketing & Communication. He is also the author of Le Marketing, études et stratégies, a marketing textbook reference used in numerous undergraduate and graduate business programs in France and around the world.

DR. KRISTA DUNIACH is an Associate Professor of Marketing at the University of Angers in France where she is the director of the Trilingual Business Negotiator Masters Program. She holds undergraduate degrees from the University of Washington in the US and graduate and doctoral degrees from the University of Montpellier in France. Her research interests in international marketing focus on distribution channels, entry mode choice, cross-cultural analysis and consumer behavior in the wine industry. Dr. Duniach is member of the scientific committees of several international research organizations and journals.