Wine has held its place for centuries at the heart of social and cultural life in western Europe. This book will explain how and why this came about, providing a thematic history of wine and the wine trade in Europe in the middle ages from c.1000 to c.1500. Wine was one of the earliest...

Purpose Multinational corporations (MNCs) that want to compete in markets worldwide should not underestimate the influences of religion on consumer demand. Almost one quarter of the world’s population is Muslim so it is important for MNCs to get into the Muslim mind set when operating in...

This paper examines ambush marketing activities and their effects upon UK football-oriented consumers. It questions previous definitions of ambush marketing and proposes one more relevant for today. The research focuses upon the identification of 'event-connected brand recognition' achieved by...