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< Chapter 5 / 5

5. Marketing in the digital era: adapting to the new consumer

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Marketing is evolving in the digital age, just as consumers are. The supremacy of mobile phones and video in an attention economy changes the way that brands connect to customers, through content platforms, seeking to capture “micro-moments”, and by making full use of new data analysis tools.



1. General Data Protection Regulation: main issues and impact on financial institutions

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The new General Data Protection Regulation (GDPR) will further harmonize the EU framework for the processing of personal data. Financial institutions will have to adapt their internal processes to comply with the new Regulation, which follows a risk-based approach and fosters a culture of accountability.


2. Tax challenges of the Digital Economy

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In which country should value-added tax on online transactions be paid? Can we rely on the old definition of Permanent Establishment? There is an uneven playing field between foreign digital companies and local retailers. Meanwhile, millions of euros in tax revenues are lost every year. National regulatory initiatives arise and the OECD aims to reach a consensus.


3. The Network and Information Security (NIS) Directive. Part 2 of 2

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Continuing the previous article, in which we focused on the aspects of the Directive to be considered by online businesses, in this second article we look at how the European Union and, by extension, its Member States face a number of challenges, which are outlined here.


4. E-commerce in Spain: generational approach

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E-commerce is an outstanding indicator of the importance of ICT in the economy. Electronic commerce has spread in Spain between 2003 and 2015, and a phenomenon of divergence is observed by age, emphasizing the inverse relationship between this variable and e-commerce. These results are amplified with the level of education.