Cambio de paradigma: desarrollo del "back-end" logístico para competir en e-commerce

Research output: Not indexed journal articleArticle

Abstract

Electronic commerce is showing unstoppable two-digit growth. The window on the world opened up by marketing via the internet reveals a horizon of excellent opportunities. The new e-commerce companies are dazzled by the commercial potential of internet, and they are focusing their competitive priorities on the development of advanced systems of consumer behaviour analysis, on the technology needed to manage their relationship with consumers, and on brand communication. However, they often forget that e-commerce is only viable if the customer perceives it as a secure, reliable and, above all, convenient option.
Original languageSpanish
Pages12-18
Specialist publicationHarvard Deusto Márketing y Ventas
Publication statusPublished - 1 Apr 2014

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