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El uso de internet en el comercio y el marketing vitivinícola. Análisis del sector en España

Author

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  • Rodríguez, José A. Gómez-Limón
  • Fernández, Roberto San Martín
  • Albillo, Nuria Peña

Abstract

Las nuevas técnicas de marketing, y más concretamente las técnicas de «cibermarketing», pueden mejorar la comercialización de los vinos de calidad, ya que posibilitan que el consumidor disponga de cuanta información requiere para tomar su elección de compra. En esta línea, el primer objetivo del presente trabajo es hacer un catálogo de recursos en internet relacionados con el comercio de productos vitivinícolas en España, al objeto de poder describir la situación de este fenómeno en el ámbito nacional. El segundo objetivo es realizar un análisis sobre los factores que intervienen a la hora de tomar la decisión de estar o no presente en la red. Para ello la metodología empleada es la regresión logística........sales, due to that web pages make possible that potential consumers have all information they need in order to decide what to buy. In this way, the first objective of this paper is to make an internet resources catalogue related to wine marketing in Spain, in order to analyses the situation of this phenomena at national level. The second objective is to make ananalysis about the factors related to the firms’ decision to develop a web page or not. For this purpose the methodology employed has been the logistic regression.

Suggested Citation

  • Rodríguez, José A. Gómez-Limón & Fernández, Roberto San Martín & Albillo, Nuria Peña, 2000. "El uso de internet en el comercio y el marketing vitivinícola. Análisis del sector en España," Revista Espanola de Estudios Agrosociales y Pesqueros, Ministerio de Medio Ambiente, Rural y Marino (formerly Ministry of Agriculture), issue 189, pages 1-38.
  • Handle: RePEc:ags:spreea:165046
    DOI: 10.22004/ag.econ.165046
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    Keywords

    Crop Production/Industries; Marketing;

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