Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/297035 
Year of Publication: 
2024
Series/Report no.: 
Development Research Working Paper Series No. 04/2024
Publisher: 
Institute for Advanced Development Studies (INESAD), La Paz
Abstract (Translated): 
Quinoa, a seed esteemed for its nutritional properties and deeply rooted historical significance in the southern highlands of Bolivia for over 6,000 years, has witnessed a transformation in its current landscape. Despite having been the world's primary producer of this grain in the past, Bolivia has relinquished its leadership, grappling with challenges related to performance and competitiveness when compared to other nations. This paper advocates for the implementation of marketing strategies, specifically focusing on Search Engine Marketing, to enhance the online visibility of Bolivian quinoa and thereby rejuvenate its presence in the global market. To achieve this objective, an analysis of the online presence of this product is conducted, accompanied by recommendations for its improvement.
Subjects: 
Digital Marketing
online presence
web analytics
search engine strategies
SEO
SEM
JEL: 
M30
M31
M37
Document Type: 
Working Paper

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