Information and Communication Technology (ICT) and adjustment of the marketing strategy in the agrifood system in Italy

The achievement of Information Communication Technology (ICT) as a new ground for economic competition is deeply affecting the trade organization in many merchant sectors. For Italian agrifood products it is of absolute importance Internet marketing to be undertaken and to foresee the consequent scenarios. The aim of this research is to exactly assess the opportunities and problems of the distribution circuit based on the virtual scenario, with a methodological and empirical approach, working on the analysis of experiences already begun by agrifood companies established in Italy and engaged in "business to consumer" and "business to business". The ICT is configured as a phenomenon in continuous and rapid evolution, which makes it necessary for companies to continually adapt to it and to the habits of web-consumers. This means that it is necessary to effectively enter the network of agrifood firms, and to strategically revise marketing methods focusing on the market place.