Introduction.- Part 1: How to differentiate Wine.- Part 2: Appelations and Wine Brands.- Part 3: Conclusion.
Pierre Mora is a permanent professor in the Marketing Department of KEDGE Business School in Bordeaux. He is in charge of courses in the Master Vins et Spiriteux and Wine MBA program. He designed a Wine Business Simulation (The French Paradox Business Game) and developed his thesis on the French wine industry governance. He is the author of several books on Wine Marketing.