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THE POSITIONING OF SPANISH WINE IN THE CZECH MARKET
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The purpose of this book is to analyze the position of Spanish wine in the Czech Republic, given that, despite the country's historical association with beer consumption, its demand for wine has increased significantly in recent years. Based on a mixed research approach, this research highlights the low level of knowledge and appreciation of wine from the Iberian country in the Czech market. These findings are used to create value proposals for wine producers and distributors in Spain so that they can improve their current position in that country or develop entry strategies if they are not yet present in the Czech market. In particular, emphasis is placed on the importance of commercial practices to increase knowledge of Spanish wine, as well as to strengthen the link between the Spain brand and its wine. In this way, the book can be useful both for academics who want to delve into the positioning of Spanish wine in foreign markets and for professionals in the wine sector who want to improve their marketing capacity in the Czech Republic.
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