Wine and web marketing strategies

Diego Begalli, Stefano Codurri, Davide Gaeta
2009 British Food Journal  
This paper focuses on the web-marketing strategies adopted by the Italian Speciality Wineries (ISWs). The case study concerns a sample of 272 high quality wineries that have been selected to help investigate the level of Internet marketing in use. An analysis of the existing web-sites has been conducted through an adapted 7Cs model. The 7Cs model data analysis has been developed both at a univariate and a multivariate level. The entrepreneurs perception of Internet marketing has been analysed
more » ... rough a specific questionnaire. The results obtained were used in creating a web-marketing strategies map of the ISWs. The strength and weakness factors of the web-marketing models and the expected future developments of these wineries are shown in the paper.
doi:10.1108/00070700910966041 fatcat:pphtnrzrjfhgfpcbza3yfw2lja