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In pursuit of effective digital marketing actions in the agri-food sector : case FarmX

Pai, A.N. (2021) In pursuit of effective digital marketing actions in the agri-food sector : case FarmX.

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Abstract:The advent of digital media has brought about a shift in marketing from traditional to digital in recent years in the b2b agri-food sector. This recent digitization in the sector has changed the way businesses market, remolding processes like communication, consumption, collaboration and creation. The main goal of this thesis is to explore the ways in which digital media can be used for brand awareness and customer acquisition by the b2b sector, particularly by companies that provide information and technology services in the agri-food sector. This research is carried out in the context of a case company. The objective of this study is to develop and propose a digital marketing plan to the case company and similar other companies in the sector. For this the marketing channels and approaches that help companies increase their visibility, strengthen their identity and aid in customer acquisition are identified.
Item Type:Essay (Bachelor)
Faculty:EEMCS: Electrical Engineering, Mathematics and Computer Science
Subject:01 general works
Programme:Business & IT BSc (56066)
Link to this item:http://purl.utwente.nl/essays/88398
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