Estrategias de marketing digital y de comercio electrónico para pequeñas y medianas empresas del sector vitivinícola: Estudio, análisis y propuesta de marketing digital de tres denominaciones de origen catalanas

Identificador:  TDX:4732

Handle: https://hdl.handle.net/20.500.11797/TDX4732

Autors:  Mundet Pons, Jordi

Resum:
The doctoral thesis “Digital marketing and electronic commerce strategies for small and medium-sized companies in the wine sector: Study, analysis and digital marketing proposal of three Catalan designations of origin” The main objective has been to carry out a comparative analysis of the digital marketing strategies carried out by wineries in this sector in three Catalan appellations: Alella, Empordà and Priorat. The doctoral thesis aims to obtain information that allows detecting areas for improvement, as well as proposing future lines of research. The first chapter is the introduction of the thesis. In this section some initial ideas, structure, questions and objectives of the research are discussed. Firstly, a justification of the object of the study is carried out, hypotheses and objectives are established and how the thesis has been organized is explained. Likewise, the choice of the thesis topic is justified, the marketing concept to date is analyzed and the main digital marketing strategies are presented. The thesis has been prepared as a compendium of four publications, which are included in chapters two, three, four and five of the thesis. Finally, in chapter six, the general conclusions, limitations and future lines of research are presented.