<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2248-6046</journal-id>
<journal-title><![CDATA[Revista Finanzas y Política Económica]]></journal-title>
<abbrev-journal-title><![CDATA[Finanz. polit. econ.]]></abbrev-journal-title>
<issn>2248-6046</issn>
<publisher>
<publisher-name><![CDATA[Universidad Católica de Colombia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2248-60462017000100041</article-id>
<article-id pub-id-type="doi">10.14718/revfinanzpolitecon.2017.9.1.3</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing + internet = e-commerce: oportunidades y desafíos]]></article-title>
<article-title xml:lang="en"><![CDATA[Marketing + internet = e-commerce: opportunities and challenges]]></article-title>
<article-title xml:lang="pt"><![CDATA[Marketing + internet = e-cornmerce: oportunidades e desafios]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barrientos Felipa]]></surname>
<given-names><![CDATA[Pedro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional Mayor de San Marcos  ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<volume>9</volume>
<numero>1</numero>
<fpage>41</fpage>
<lpage>56</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S2248-60462017000100041&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S2248-60462017000100041&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S2248-60462017000100041&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Pese a los pocos años en que se conoce internet, hoy es claro que está produciendo cambios significativos en los negocios. Como se infiere de este artículo, esto es solo el comienzo, pues, por ejemplo, se están introduciendo cambios en la vida del hogar y de la oficina. Por ello, se continuarán realizando estudios para conocer el impacto y el papel que tiene internet en el proceso de globalización. Actualmente hay una nueva realidad y muchas actividades son sustituidas, incluso el marketing, que ahora requiere de un nuevo tipo de profesional y una nueva forma de hacer las cosas. La gerencia tiene un desafío en relación con la información: lo que antes era escaso, ahora es abundante y poco ordenado. El futuro de los negocios está en cuánto la empresa puede aprovechar internet. En esta línea, el artículo busca exponer acerca del aporte de internet al sector empresarial y, en consecuencia, a la economía nacional. Asimismo, pretende explorar acerca de las cualidades que hacen interesante internet para la estrategia empresarial, en especial los beneficios que la empresa debe generar, no solo esperar. Finalmente, busca exponer las acciones que la empresa debe llevar a cabo aprovechando internet, para mejorar la produc tividad de los costos, posicionar el producto o fortalecerlo y generar mayores beneficios para los accionistas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Despite only a short time passing since the Internet started to be used, it is clear today that it is producing significant changes in business. As this article highlights, this is only the beginning, since, for example, changes are being introduced to the way of life at home and at the office. For this reason, studies will continue to be carried out in order to better understand the impact and role of the Internet on the process of globalization. Currently, there is a new reality and many activities are replaced, including marketing, which now requires a new type of professionals and a new way of doing things. Management faces a challenge regarding information: what previously was scarce is now abundant and unordered. The future of business depends on the extent companies take advantage of the Internet. In this line, the article seeks to present the con tribution of the Internet to the business sector and, consequently, to national economy. Similarly, it aims to explore the qualities that make the Internet attractive for business strategy, especially the benefits that companies must generate, not only expect. Finally, it seeks to expose the actions that companies must take, by making the most of the Internet, to improve cost productivity and to position their product or to strengthen it, while generating greater profits for the shareholders.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO Embora os poucos anos em que a internet é conhecida, hoje é claro que ela está produzindo mudanças significativas nos negócios. Como se infere deste artigo, isso é somente o começo, pois, por exemplo, estão sendo introduzidas mudanças na vida no lar e no trabalho. Por isso, continuarão sendo realizados estudos para conhecer o impacto e o papel que a internet tem no processo de globalização. Atualmente, há uma nova realidade, e muitas atividades são subs tituídas, inclusive o marketing, que agora requer de um novo profissional e de uma nova forma de fazer as coisas. A gerência tem um desafio no que se refere à informação: o que antes era escasso, agora é abundante e pouco organizado. O futuro dos negócios está em quanto a empresa pode aproveitar a internet. Nessa linha, este artigo procura expor sobre a contribuição da internet para o setor empresarial e, em consequência, para a economia nacional. Além disso, pretende-se explorar sobre as qualidades que tornam a internet relevante para a estratégia empresarial, em especial os benefícios que a empresa deve gerar, não somente esperar. Finalmente, busca expor as ações que a empresa deve realizar, aproveitando a internet, para melhorar a produtividade dos custos, posicionar o produto ou fortalecê-lo e gerar maiores benefícios para os acionistas.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[internet.]]></kwd>
<kwd lng="en"><![CDATA[Electronic commerce]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[internet]]></kwd>
<kwd lng="pt"><![CDATA[comércio eletrônico]]></kwd>
<kwd lng="pt"><![CDATA[internet]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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