The paper aims at analysing the motivations of young consumers of wine and alcoholic beverages in order to supply information for the definition of private and social marketing strategies.
A Means-End Analysis of the Motivations of Young Wine Consumers for the Elaboration of Communication Strategies / Casini L.; Menghini S.; Marinelli N.; Fabbrizzi S.. - (2012), pp. 1-8. (Intervento presentato al convegno 35th World Congress of Vine and Wine - OIV tenutosi a Smirne, Turchia nel 18-22 giugno 2012).
A Means-End Analysis of the Motivations of Young Wine Consumers for the Elaboration of Communication Strategies
CASINI, LEONARDO;MENGHINI, SILVIO;MARINELLI, NICOLA;FABBRIZZI, SARA
2012
Abstract
The paper aims at analysing the motivations of young consumers of wine and alcoholic beverages in order to supply information for the definition of private and social marketing strategies.
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