On‐Line Wine — Strategic or Tactical?

This paper explores the use of interactive marketing by UK on‐line wine providers to discover the extent to which strategic or tactical use is made of the web‐based presence. The four principles of relationship marketing were used as an evaluative framework against which on‐line wine providers were assessed. The paper finds that most UK on‐line wine providers use interactive marketing tactically without giving sufficient consideration to maximising the potential of building relationships through Interactivity.