Integrated marketing communications in the Australian and New Zealand wine industry
Mike ReidMonash UniversityTrent Johnson, Mike Ratcliffe, Kari Skrip & James WilsonThe Food and Wine Marketing Group, University of Adelaide
Introduction
This article seeks to explore the management and integration of marketing communications (IMC) in the Australian and New Zealand (ANZ) wine industry. IMC is regarded as an important management issue because of increasingly dynamic market conditions. It has been variously defined as a management philosophy, educational movement and a business practice (Low, 2000). IMC is primarily concerned with the strategic coordination of the diverse communications activities...