Web marketing in agri-food industry: Challenges and opportunities

摘要

Background: Non-technological innovations in marketing are key drivers of competitive advantage of agri-food companies. The progressive and incessant affirmation of the Internet in the world economic panorama imposes the overcoming of the traditional models of marketing. The agri-food companies, in this new context, must think of themselves in the first place, mainly as a provider of information, and must be aware that it is facing a new type of customer, which becomes an active element of the marketing process. In recent years, agri-food companies have started processes of adaptation of their strategic and operational marketing activities with the aim of progressively integrating digital systems and exploiting their potential.