For years now, it has been forecast that eCommerce would do away with the corner shop. It was similarly claimed that digital channels would bring about the demise of the traditional vendor (particularly in the B2B sector). However, presently none of that is taking place. Instead, on-line players are also investing in off-line channels, whilst physical companies are also opening on-line outlets. How does each one find its space amongst the different channels? What are the good practices and strategies to succeed in the world of sales?
Prof. Pablo Foncillas
Parador de Mérida
Calle Almendralejo, 56, 06800 Mérida, Badajoz