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Abstract

The spread of modern information and communication technologies (ICTs) in the present economic context has led to new ways of carrying out commercial activities. A large body of research has shown the high potential of ICT applications for agrifood products, in particular for highly differentiated products. Wine, in particular, is an ideal product to exploit these opportunities thanks to its intrinsic characteristics, namely it is a product of “experience” and is highly differentiated and marketed internationally. This paper, starting from an analysis of the important role that modern information and communication technologies have in the agrifood sector, and more specifically in the grape growing sector, aims at examining the role that Internet and web marketing could play in promotional and communication strategies of wine companies in the Campania Region, by examining these tools as the combination of strategic factors essential to acquire a competitive position in the virtual market.

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