Purpose – While a vast number of studies have pointed out the keys of relationship marketing practices in consumer markets, little attention has been paid to the value the organization can get from such strategies. The literature provides relatively little support for the effectiveness of...

E-commerce is a relatively new phenomena in Spain. Its adoption by consumers and firms has grown nociceably in the recent years. Although it still hasn’t spread as much as forecasts of different institutions stated. Anyway many companies have adapted to the new situation and have defined their...