Information and Communication Technologies in Marketing Channels: Product Considerations

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Author(s): Irene Gil Saura (University of Valencia, Spain), Marta Frasquet Deltoro (University of Valencia, Spain)and Maria Eugenia Ruiz Molina (University of Valencia, Spain)
Copyright: 2011
Pages: 18
Source title: Advanced Technologies Management for Retailing: Frameworks and Cases
Source Author(s)/Editor(s): Eleonora Pantano (University of Calabria, Italy)and Harry Timmermans (Eindhoven University of Technology, The Netherlands)
DOI: 10.4018/978-1-60960-738-8.ch005

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

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.

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Information and Communication Technologies in Marketing Channels: Product Considerations

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