Contents
Abstracts

Editorial

An Exploration of Contemporary Marketing Practices in the New Zealand Wine Sector: Evidence from Three Cases
by Adam Lindgreen

Market Entry Strategies for Western Produced Wine into the Chinese Market
by Phil Bretherton and Peter Carswell

Exploring the Links between Wine Choice and Dining Occasions: Factors of Influence
by John Hall, Larry Lockshin and G. Barry O'Mahony

The Evolution of Wine Events in Australia and New Zealand: A Proposed Model
by Darina Hoffman, Mike Beverland and Michelle Rasmussen

Using Involvement and Brand Equity to Develop a Wine Tourism Strategy
by Larry Lockshin and Tony Spawton