Abstract
The use of Internet has changed considerably the marketing practice. In this article the authors carry on a literature review to analyse the factors involved in the process and also the advantages, challenges and opportunities of this technology from a marketing perspective.
Original language | English |
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Pages (from-to) | 276-285 |
Number of pages | 10 |
Journal | Razón y Palabra |
Volume | 21 |
Publication status | Published - 30 Sep 2017 |
Keywords
- marketing trends
- internet usage
- digital communication
- consumer behaviour