Principales características e implicaciones del marketing online.

  1. Sánchez Jiménez, Miguel Ángel 1
  2. Fernández Alles, María Teresa 1
  3. Mier-Terán Franco, Juan José 1
  1. 1 Universidad de Cádiz
    info

    Universidad de Cádiz

    Cádiz, España

    ROR https://ror.org/04mxxkb11

Revista:
Ciencia Digital

ISSN: 2602-8085,  2602-8085

Any de publicació: 2018

Volum: 2

Número: 4

Pàgines: 80-90

Tipus: Article

DOI: 10.33262/CIENCIADIGITAL.V2I4.211 GOOGLE SCHOLAR lock_openAccés obert editor

Altres publicacions en: Ciencia Digital

Resum

Nowadays, new technologies have forced companies to modify their marketingstrategies to adapt them to a new way of acting in relation to the market. A largemajority of companies have developed tools and adapted their activities to the differentmedia, resources and environments that have emerged over time, such as the Internetas a marketing tool. In this way, this study proposes, through a bibliographic review,to know the main characteristics that online marketing generates in organizations, aswell as the main implications that have arisen in this matter such as online marketingfrom the business perspective, online advertising and relationship marketing andcustomer loyalty through the Internet.