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RESEARCH PRODUCT

Information and Communication Technologies in Marketing Channels

Marta Frasquet DeltoroMaría Eugenia Ruiz MolinaIrene Gil Saura

subject

Knowledge managementDigital marketingbusiness.industryInformation and Communications TechnologyProduct (category theory)MarketingbusinessMarketing research

description

There is broad consensus about the benefits of information and communication technologies (ICT) for distribution channel members. Notwithstanding, it has been pointed out that there is a need to adjust investment to what is strictly necessary. In this vein, this chapter attempts to analyze the level of use and assessment as well as the differences between the different actors’ perceptions of their respective suppliers’ ICT. In this way, it is intended to discern the major factors which suppliers should take into account when prioritizing the implementation of certain technological solutions, depending on the retail activity.

yearjournalcountryeditionlanguage
2011-10-04
https://doi.org/10.4018/978-1-60960-738-8.ch005