Words are powerful: how are they used to describe wine in China?

Author: Corsi, Armando

Abstract: The latest on the Ehrenberg-Bass Institute for Marketing Science, University of South Australia’s Chinese Lexicon Project which is aimed at helping wineries decide on the words they should use to describe their products in the Chinese wine market

Co-author(s): Lockshin, Larry; Cohen, Justin

Publication: Wine and Viticulture Journal, Vol. 29, no. 5 (2014), pp. 66-68

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