The effect of the Internet on convenience goods

Cristobal Fernandez and Claudio Aqueveque

This paper describes the main purposes of a convenience goods website. The use of the website in the development of the product's image, constructing stronger trademarks with deeper meanings, is analyzed.

The Effect Of The Internet On Convenience Goods

The use and impact of websites as tools of communication and loyalty in markets of convenience goods

Claudio AquevequeandCristbal FernndezUniversidad Tcnica Federico Santa Maria

Introduction

The Internet is clearly the star that has shone more intensely in the last decade. However, development of the world net applications has been focused on aspects like electronic commerce, and in the case of consumption goods, mainly in selection or specialty goods. The application of Web capabilities in commercial activities related with convenience goods is still modest, mainly due to a lack of...

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