Resumen

PRADA OSPINA, Ricardo. ICT, an Effectiveness Factor in the Application of Digital Marketing to Retail Businesses. Rev. esc.adm.neg [online]. 2016, n.80, pp.105-116. ISSN 0120-8160.

The need for organizational development has led companies to review their business model and to find the way to redesign it to face the existing competition and to remain sustainable in the market. The rapid growth of organizations is accompanied by an increase of their functions, as well as an increase in their amount of activities. As situations change, companies are transformed to face new challenges almost instantly. Currently, digital marketing seems to be an important alternative for performing their sales. This evidence of fast increase and change is supported by ICT new technologies, performing a key role on the way to survival, the generation of competitive advantages and much more added value to avoid bottlenecks and restrictions in their processes unless they use appropriate tools and set up coincidental synergies between customers and new technologies so that they wont turn into appropriation relations better than into representation relations.

Palabras clave : Digital marketing; ICT; competetive advantages; added value.

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