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Nuevas tendencias en Marketing debido al auge de Internet

Resumen

El uso de Internet ha traído cambios considerables para la práctica del Marketing. Este artículo lleva a cabo una revisión bibliográfica donde se analizan los factores que están relacionados con el proceso de cambio así como las ventajas, desafíos y oportunidades que ofrece esta nueva tecnología desde una perspectiva del Marketing.

Palabras clave

Internet, Marketing, Comunicación digital, Conducta del consumidor, Tecnología, División Digital

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Biografía del autor/a

Irene García-Medina

Department of Business Management. Lecturer in Marketing

Patrícia Margarida Farias-Coelho

Lecturer, researcher, co-ordinator International Relations. UNISA, (São Paulo, Brasil) and Lecturer in the master of Education (UNINTER)

Elena Bellido-Pérez

Universidad de Sevilla. Researcher.


Citas

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