Marketing and the internet: What management challenges do these pose?
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How to Cite

Sosa, J. C. (1997). Marketing and the internet: What management challenges do these pose?. Fórum Empresarial, 2(1 Verano), 32–39. https://doi.org/10.33801/fe.v2i1.2764

Abstract

The information superhighway, the Internet, and the emerging global infrastructure have created new opportunities and threats for organizations in any part of our planet. This work aims to consider the implications of this new communication infrastructure in business practice and strategies, mainly when used as a direct marketing tool. In addition, it takes into account the challenges faced by the marketing manager in using this new medium and taking advantage of it to respond to the opportunities and threats of a new infrastructure. E-commerce must be considered a real alternative in a world where technological changes happen rapidly and the trend is towards globalization, which forces the manager of today to devise new alternatives to market their products or services.

https://doi.org/10.33801/fe.v2i1.2764
PDF (Español (España))

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