Overview

Marketing Channels in the Tradetech Era is The first book in the world to explore the Tradetech phenomenon from a commercial and multisectoral perspective. At a historic moment when technology is redefining the rules of international trade, few have succeeded in conceptualizing this transformation in an integrated and applied manner. Dr. Juan Carlos Ordoñez Tercero breaks new ground with this work: the first book in the world to address the concept of Tradetech as the new structural axis of global commerce. While terms like fintech, agtech, and logtech have gained recognition in specialized literature, ""Tradetech"" has only been briefly mentioned-mostly in forums, blogs, or conferences-but never systematized in a book with a strategic, commercial, and territorial focus. This book fills that gap. It not only defines Tradetech, but also connects it to key global phenomena such as nearshoring, artificial intelligence, digital logistics, and geoeconomics-through the lens of marketing channels. The emphasis on the Mesoamerican region-as a strategic corridor between oceans-adds a unique geopolitical dimension that no other publication has explored with such depth.

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