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Wine Communication and Advertising in Italy

Jul 2004 Issue of Wine Business Monthly
Editor's Note: No industry exists in a vacuum. We neglect the trends in the world's wine markets at our peril. As the world's largest wine-producing nation, Italy is not only one of the toughest competitors in the US market, but also has one of the world's largest domestic wine markets as well. Traditionally, this market has been fairly parochial, but that is slowly changing. Franco Ziliani's article not only points to some of the traditional weaknesses in Italian wine advertising, but also illu...
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