Ehrenberg-Bass Institute
Wine Marketing Articles
Head of Wine Marketing Research, Professor Larry Lockshin, writes a monthly column for WBM Australia's Wine Business Magazine. To view Larry's columns select the links below:
Take me to your leader - WBM September 09
Is Australia deaf? - WBM August 09
Wine: What is it good for? - WBM July 09
Smart Marketing - WBM June 09
Getting a look-in - WBM May 09
Millennials or bust - WBM April 09
Has America foreclosed on Australian wines? - WBM March 09
Time is on our side - WBM February 09
Time for a change? - WBM December 08 / January 09
Marketing in a Recession - WBM November 08
How consumers choose wines - WBM October 08
Imagine - WBM September 08
The Spanish Revolution - WBM August 08
Australia on the defensive - WBM July 08
Snouts in the Trough? - WBM June 08
Segmentation Vs Positioning - WBM May 08
The Top 10 Marketing Mistakes - WBM April 08
The Great Divide: Marketing Versus Sales - WBM March 08
Australia needs a Wine Marketing Conference - WBM February 08
This region is your region, this region is my region..... but does anyone else care? - WBM December 07/January 08
Bio-orgo-carbon-enviro-sustainable-fair-trade-dynamic-wine - WBM November 07
Packaging is important - WBM October 07
The good, the bad and the ugly - WBM September 07
What's Important in choosing Wine? - WBM August 07
Warning! Do not drink this article - WBM July 07
There is no hope for the little guys - WBM May 07
Letter from Italy & France - WBM April 07
Here come the French - WBM March 07
Grape Prices: Echoes of the Past or Future? - WBM February 07
A Watershed year? - WBM January 07
The Global Wine Brands: Good news or bad news? - WBM December 06
Meet the Ideal Marketer - WBM November 2006
Regional Diversity and Export Markets - WBM October 2006
How consumers view oak - WBM September 2006
Viva la Marketing - WBM August 2006
It's not a beauty contest - WBM July 2006
The Grange phenomenon - WBM June 2006
RoseFosCorp: Will it actually gain marketing advantages where Southcorp could not? - WBM May 2006
Cellar door is a store - WBM April 2006
The good news - WBM March 2006
What's our plan for trading up? - WBM February 2006
Time to shout it out loud - WBM January 2006
A rose by any other name would smell as sweet - WBM December 2005
Top 10 mistakes of small (and not so small) wineries - WBM November 2005
What price: points and medals? - WBM October 2005
Finding your way to market - WBM August 2005
Now you see it, now you don't: A quick guide to advertising for the wine business - WBM July 2005
Decisions Decisions - WBM June 2005
Direct Marketing: Problem or solution? - WBM May 2005
What is a successful winery? - WBM April 2005
Head of Wine Marketing Research, Professor Larry Lockshin, writes a monthly column for WBM Australia's Wine Business Magazine. To view Larry's columns select the links below:
Take me to your leader - WBM September 09
Is Australia deaf? - WBM August 09
Wine: What is it good for? - WBM July 09
Smart Marketing - WBM June 09
Getting a look-in - WBM May 09
Millennials or bust - WBM April 09
Has America foreclosed on Australian wines? - WBM March 09
Time is on our side - WBM February 09
Time for a change? - WBM December 08 / January 09
Marketing in a Recession - WBM November 08
How consumers choose wines - WBM October 08
Imagine - WBM September 08
The Spanish Revolution - WBM August 08
Australia on the defensive - WBM July 08
Snouts in the Trough? - WBM June 08
Segmentation Vs Positioning - WBM May 08
The Top 10 Marketing Mistakes - WBM April 08
The Great Divide: Marketing Versus Sales - WBM March 08
Australia needs a Wine Marketing Conference - WBM February 08
This region is your region, this region is my region..... but does anyone else care? - WBM December 07/January 08
Bio-orgo-carbon-enviro-sustainable-fair-trade-dynamic-wine - WBM November 07
Packaging is important - WBM October 07
The good, the bad and the ugly - WBM September 07
What's Important in choosing Wine? - WBM August 07
Warning! Do not drink this article - WBM July 07
There is no hope for the little guys - WBM May 07
Letter from Italy & France - WBM April 07
Here come the French - WBM March 07
Grape Prices: Echoes of the Past or Future? - WBM February 07
A Watershed year? - WBM January 07
The Global Wine Brands: Good news or bad news? - WBM December 06
Meet the Ideal Marketer - WBM November 2006
Regional Diversity and Export Markets - WBM October 2006
How consumers view oak - WBM September 2006
Viva la Marketing - WBM August 2006
It's not a beauty contest - WBM July 2006
The Grange phenomenon - WBM June 2006
RoseFosCorp: Will it actually gain marketing advantages where Southcorp could not? - WBM May 2006
Cellar door is a store - WBM April 2006
The good news - WBM March 2006
What's our plan for trading up? - WBM February 2006
Time to shout it out loud - WBM January 2006
A rose by any other name would smell as sweet - WBM December 2005
Top 10 mistakes of small (and not so small) wineries - WBM November 2005
What price: points and medals? - WBM October 2005
Finding your way to market - WBM August 2005
Now you see it, now you don't: A quick guide to advertising for the wine business - WBM July 2005
Decisions Decisions - WBM June 2005
Direct Marketing: Problem or solution? - WBM May 2005
What is a successful winery? - WBM April 2005
