Difficulties and Opportunities in Online Promoting and Selling Agri-Food Products

Abstract

The emergence of technological innovations in marketing are key factors of competitive advantage within companies in the agri-food sector. Internet within the global economic panorama, including in the agri-food environment, requires the raising of promotion standards over traditional marketing models. Caught up in this difficult situation, agri-food companies need to focus on them, mainly as an information provider. They need to be aware that they are dealing with a completely new customer who is an active part of the marketing process. As a scope, the objective of the paper is to analyse the contribution of innovations in marketing to the agri-food sector. Specifically, our paper is based on a review of a database of over 300 articles, collected from marketing and business magazines, covering a period of over 20 years.

Keywords

• agri-marketing
• online
• promoted
• difficulties
• opportunities