Internet and its potential in the strategic marketing Price
A theoretical and empirical approach
DOI:
https://doi.org/10.18041/entramado.2016v12n1.23114Keywords:
e-marketing, Internet, Prices, Strategy, strategic marketingAbstract
The dynamics of the processes of digital technology development was gave by the convergence of the information and communications technology, in which today is called Internet. The prior has been pointed as an effective strategic tool for competitive advantage in business, which managed to interrelate, expand, and internationalize the markets in a digital network, improving the relationship with customers. The purpose of this study was to perform of international literature review of potential strategic digital marketing, from the perspective of prices and review the progress of the digital technology infrastructure, in a comparative way. The work was addressed in a descriptive analysis of previous work and quantitative facts from the international market, in the periods analyzed, considering the digital infrastructure. The results showed the progress of international literature and the empirical advances in online shopping in the world by region. The article concluded that prices on the Internet did not induce downward trend or the perfect market hypothesis. Likewise, the developed countries and Asia-Pacific led the digital market, while Latin America showed commercial prudence.
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References
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3. BRYNJOLFSSON, E. y SMITH, M. Frictionless commerce? A compa- rison of Internet and conventional retailers. In: Management Science, 2000. vol. 46, no 4, p. 563-585.
4. BUTTERS, G. Equilibrium, distribution of sales and advertising prices. In: Review of Economic Studie. 1977. vol. 44, p. 465-91.
5. CASTELLS, M. The rise of the network society. 3 Ed. Malden: Backwell Publishers. 2000, p 560
6. COMPTON, J. Robot pricing toll fueling online duel. In: Chicago Tribu- ne. November 27, 2000. p.1,7.)
7. CORTESE, A. Good-bye to fixed pricing? In: Business Week. May 4,1998. p. 71-84.
8. Cyberatlas.internet.com. E-commerce numbers add up in December, 2001. [citado 10 de Mayo de 2005]. Disponible en Internet: <http:// www.cyberatlas.internet.com> p.1
9. D ́INNOCENZIO, A. Comparison pricing sites adjust approach. In: Chicago Tribune (July 9, 2001; section 4, p. 4).
10. Enter.co. Colombia representa el 1% del comercio electrónico del mundo (2015). [citado 22 de Julio de 2015]. Disponible en Internet: <http://www.enter.co> p. 1.
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12. GREEN, H. A Cybershopper ́s best friend. In: Business Week. Mayo 4, 1998, p. 84.
13. GIRARD, T.; SILVERBLATT, R. y KORGAONKAR, P. Influence of pro- duct class on preference for shopping on the Internet. In: Journal of computer mediated communication, 2002. vol. 8, no 1, p. 1-11.
14. GONZÁLEZ, R; VÁSQUEZ, L. y PÉREZ, J. El comercio electrónico como herramienta de comercialización para los empresarios. En: Re- vista Inquietud Empresarial, 2014. vol XIV, no. (1), p. 115-128.
15. HOFFMAN, D. y NOVAK, T. Marketing in hypermedia computer-me- diated environments: conceptual foundations. In: Journal of Marketing, 1996. vol. 60, no. 3, p. 50-68.
16. HINSON R & ADJASI C. The Internet and export: Some cross-coun- try evidence from selected African countries. In: Journal of Internet Commerce, 2009. vol 8, no. 3, p. 309 – 324.
17. Iabperu.com. Los años de boom. Estudio electrónico en América La- tina (2012). [citado 10 de Mayo de 2015]. Disponible en Internet: <http://www.iabperu.com> p. 6.
18. INTERNET WORLD STATS. Usage and population statistics. [citado 21 de Julio de 2015]. Disponible en Internet: <http://www.interne- tworldstats.com/stats.htm> p. 2
19. JOLIVET G, JULLIEN B, POSTEL-VINAY F. Reputation and prices on the e-market: evidence from a major French platform. In: International Journal of Industrial Organization. 2016.
20. KAUR P, PATHAK A, KAUR K. E- marketing – a global perspective. In: Journal of Engineering Research and Applications. February 2015. vol. 5, Issue 2, (Part 5) , p. 116-124.
21. KUNG, M.; MONROE, K. y COX, J. Pricing on the Internet. En: Journal of Product & Brand Management, 2002. vol. 11, no 5, p. 274-287.
22. KUTTNER, R. The net. A market too perfect for profits. In: Business Week. Mayo 11, 1998, p. 20
23. LYNCH, J. y ARIELY, D. Wine online: search costs affect competitions on price, quality and distribution. In: Marketing and science, 2000. vol. 19, p. 83-103.
24. MATHEWS, S., & HEALY, M. ‘From garage to global’: The Internet and international market growth, an SME perspective. In: International Journal of Internet Marketing and Advertising. 2008. vol. 4, no. 2/3, p. 179–196.
25. MATHEWS S, BIANCHI C, PERKS K, HEALY M, WICKRAMASEKE- RA R. Internet marketing capabilities and international market grow- th. International business review, article in press, 2015.
26. MOEN, O., ENDRESEN, I., & GAVLEN, M. Use of the Internet in in- ternational marketing: A case study of small computer software firms. In: Journal of International Marketing. 2003, vol. 11, no. 4, p. 129–149.
27. MOEN, MADSEN, & ASPELUND. The importance of the internet in international business to business markets, In: International Marketing Review. 2008. vol. 25, no. 5, p. 487-503
28. Nielsen.com. Age mattes with digital shoppers (2014). [citado 22 de Julio de 2015]. Disponible en Internet: <http://www.nielsen.com> p.1
29. NIETO, Patricia. Nociones generales sobre el comercio electrónico. (2003) [citado 13 de Mayo de 2015]. Disponible en Internet: <http:// www.derecho.usmp.edu.pe/proquest.umi.com> p.3
30. PADRÓN, Emilio; MOLINA, Víctor y MÉNDEZ, Adriana. Gestión e impacto del comercio electrónico en el rendimiento empresarial. En: Revista Global de Negocios, 2014. vol. 2, no 3, p. 113-123.
31. PITT, L.; BERTHON, P.; WATSON, R. y WEING, M. Pricing strategy and the net. En: Business Horizons, 2001. Marzo - Abril, p. 45-54.
32. RAHIMNIA F, FARZANEH H. J, The impact of website content di- mension and e-trust on e-marketing effectiveness: The case of Iranian commercial saffron corporations. In: Information y Management 50. 2013. p. 340-247.
33. RAYPORT, J. F., & SVIOKLA, J. J. Managing in the marketspace. In: Har- vard Business Review, 1994. vol. 72, no. 6, p. 141–150
34. RODRÍGUEZ, I. Marketing.com y comercio electrónico en la socie- dad de la información. Madrid: Pirámide, 2002, 416 p.
35. RODRIGUEZ I, Marketing en internet, Material docente de la UOC, Eureca media SL, FUOC 2012
36. SINKOVICS, N., SINKOVICS, R. R., & JEAN, R. J. B. The Internet as an alternative path to internationalization? In: International Marketing Review, 2013, vol. 30, no. 2 p. 130–155.
37. SKUDIENE V, AURUSKEVICIENE V, SUKEVICIUTE L. Internationa- lization model revisited e-marketing approach, 20th International Scientific Conference Economics and Management 2015. Procedia- Social and Behavioral Sciences. 2015. no. 213 918-924.
38. Statista.com. Base de datos internacional. [citado 22 de Julio de 2015]. Disponible en Internet: <http://www.statista.com> p.3
39. TIAGO M, TIAGO F. Revising the impact of integrated internet mar- keting on firms online performance: European evidences. In: Procedia Technology 2012. no. 5 p. 418-42
40. QUIROGA, Darío, HERNÁNDEZ, Beatriz; TORRENT, Joan y RA- MÍREZ, John. La innovación de productos en las empresas, caso em- presa América Latina. En: Revista Cuadernos del CENDES, 2014. no, 87, p. 63-85.
41. UNIÓN INTERNACIONAL DE TELECOMUNICACIONES (UIT). Medición de la sociedad de la información. [citado 21 de Julio de 2015]. Disponible en Internet: <http://www.itu.in> p. 1
42. UNIÓN INTERNACIONAL DE TELECOMUNICACIONES (UIT). TIC Estadísticas. [citado 21 de Julio de 2015]. Disponible en Internet: <http://www.itu.in> p. 2
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2016-06-01
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How to Cite
Internet and its potential in the strategic marketing Price: A theoretical and empirical approach. (2016). Entramado, 12(1), 122-135. https://doi.org/10.18041/entramado.2016v12n1.23114
