Abstract
This work presents the essential elements that must be contained in marketing strategy oriented to virtual commerce, which is colloquially known as e-commerce. The presentation of the mentioned elements is done from a reflexing of some concepts that are formally showed. It is to say that the dissertation on the validity of the proposal is supported by mathematical approaches. Although the exhibition of this research is acceptable for all types of Small and Medium Enterprises (SME), it is focused on the characteristics and needs of the pottery industry. The elements of the proposed marketing strategy are aimed at maximizing the customers shopping experience. The essential questions addressed are 1) How to keep customers to contact with products? 2) How to make customers feel that they are served? 3) How to get buyers to remain as customers and attract more? 4) How can buyers help to improve e-commerce? 5) What is the trend of the marketing strategy for e-commerce?
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