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Marketing en Internet: el sector vitivinícola gallego


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  • Jesús Fernando Lampón Caride
  • Ana Isabel Martínez Senra


RESUMEN La utilización de Internet está provocando importantes cambios en la estructura de la mayoría de los sectores económicos en la medida en que se alteran las relaciones entre los distintos participantes (empresas, proveedores, distribuidores, clientes, ...), los productos y servicios se vuelven más inteligentes al incorporar cada vez más información y surgen nuevos modelos de negocio. Las empresas deben conocer y evaluar el impacto de estos cambios en su sector y definir una estrategia de implantación gradual de Internet en sus procesos y en los servicios que ofrecen a sus clientes. El objetivo de este trabajo es, precisamente, analizar la situación real de la implantación de Internet como herramienta de marketing en el sector vitivinícola gallego. ABSTRACT The employ of Internet is creating important changes in the structure of most of the economic sectors due to a modification of relations among the different partners (enterprises, suppliers, logistics intermediaries, clients, ...). Products and services are becoming more intelligent because of the incorporation of more information and new business models appear. Enterprises must know and evaluate the impact of these changes in their sector and they must define a strategy of gradual implantation of Internet in their process and in the services they offer their customers. The objective of this article is, precisely, to analyze the real situation of the implantation of Internet as a marketing tool in Galician’s wine sector.

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Bibliographic Info

Article provided by Universidades Públicas de Andalucía in its journal Revista de Estudios Regionales.

Volume (Year): 02 (2005)
Issue (Month): ()
Pages: 107-129

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Handle: RePEc:rer:articu:v:02:y:2005:p:107-129

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Related research

Keywords: Internet; Marketing de retención; Sector vitivinícola;

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  1. Peterson, R.A. & Balasubramanian, S. & Bronnenberg, B.J.J.A.M., 1997. "Exploring the implications of the internet for consumer marketing," Open Access publications from Tilburg University urn:nbn:nl:ui:12-339976, Tilburg University.
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Cited by:
  1. Paulo Duarte & Ana Rita Pais, 2010. "Use and Perception of the Internet as a Marketing Tool to Promote Rural Tourism," Working Papers de Gestão, Economia e Marketing (Management, Economics and Marketing Working Papers) td05_2010, Universidade da Beira Interior, Departamento de Gestão e Economia (Portugal).


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