El camino hacia la rentabilidad en los negocios BC: monetarización y retención de clientes

• Autores: Carlos Torres
• Localización: Boletín de estudios económicos, ISSN 0006-6249, Vol. 56, Nº 173, 2001, págs. 315-330
• Idioma: español
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• Resumen

  • B2C businesses are moving from an "accelerated growth" phase to a "balanced business model" phase in which the primary critical issues are focused on how to ensure operational viability of the business and where to target efforts to obtain the highest impact. The business models of these companies can be conceived in three stages: attraction, monetization, and retention of the customer base. Of these stages the last two have the strongest impact in terms of ensuring profitability. To implement them, the authors propose three possible fronts: 1. profiled advertising, 2. e-CRM, and 3. personal information aggregation. The main obstacle to bringing them about lies in operational execution.