Building a luxury wine brand in an unlikely setting: The case of Chateau Musar

Michael B Beverland, Adam Lindgreen

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

Original languageEnglish
Title of host publicationMulticultural marketing conference proceedings
EditorsEnrique Bigne, Salah S Hassan, J S Johar
Place of PublicationValencia Spain
PublisherAcademy of Marketing Science
Pages1225 - 1229
Number of pages5
Publication statusPublished - 2002
EventMulticultural Marketing Conference - Valencia, Spain, Valencia Spain
Duration: 1 Jan 2002 → …


ConferenceMulticultural Marketing Conference
CityValencia Spain
Period1/01/02 → …

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