文档介绍：E-——MARKETIＮG
（From:E-－Maｒｋeting by Judy Strauｓｓ，Adel Eｌ-—Ansary，Raｙｍｏnd Frost——-3rd by Pｅarsｏｎ Edｕcatｉon pp ．G４—G25。
As thｅ gｒowtｈ ｏf Googel。com shoｗｓ， soｍe markｅtｉｎｇ priｎciples nｅver ｃhange。Mａrkets ａlways ｗelcomｅ ａn ｉnnovatｉve new proｄｕct， evｅn iｎ a croｗded fｉelｄ of ｃｏmpetｉtorｓ ,ａs long aｓ ｉt proｖｉｄｅｓ cｕstoｍeｒ ,Gooｇlｅ`s succesｓ sｈowｓ ｔhat customｅｒs trust gooｄ branｄs and ｔhat weｌｌ-crａfted maｒkｅｔiｎｇ mix straｔegies can be effectiｖｅ ｉn ｈeｌｐｉng newcomers ｅｎteｒ ｃrowded markets． Nevｅrtｈelｅsｓ, organizaｔions arｅ scraｍbling to deｔeｒｍｉne hoｗ thｅｙ can uｓe inｆｏｒmatiｏn tｅchnolｏgｙ profitaｂｌy and ｔo unｄerｓtand ｗhaｔ tｅchnologｙ mｅans for thｅir busｉneｓs ｓtｒategiｅs。 Ｍaｒketers wanｔ ｔo ｋｎow which oｆ ｔheiｒ time—esteｄ ｃoncepts will be enhanced by ｔhｅ Iｎternet， databasｅs,wiｒｅless moｂile deｖiceｓ, and other tecｈnolｏgies. Ｔhe raｐｉd gｒｏwth of the Ｉnｔernet aｎd sｕbsｅquent bursｔinｇ of ｔhe doｔ-com ｂｕbblｅ haｓ maｒｋｅｔeｒs woｎｄerｉｎg，"Wｈat neｘt？" This article atｔeｍｐts to ａnｓwer these qｕｅstiｏns tｈrougｈ caｒefuｌ ａｎd systematic exａminaｔｉon ｏf suｃceｓsｆul ｅ-mar-kｅtiｎg ｓtrａtegies iｎ liｇｈt of proven trａditionａl marketiｎｇ pｒactｉceｓ.
（Sales Promｏtioｎ；E--Marketiｎｇ;Ｉnterｎeｔ;Strategｉc Plannｉｎg
1。Ｗhat ｉs E——Mａrkｅｔinｇ
E——Marketinｇ is tｈe ａppｌｉｃａtiｏn of ａ broad range ｏf inforｍaｔiｏn technolｏｇies fｏr: Transｆｏrming marketing ｓtｒategｉｅs to ｃｒeate mｏre cuｓtｏmｅｒ vａlue throuｇh more effective segmeｎｔａtioｎ ，ａnd posｉtioninｇ strａtegies;Mｏre ｅffiｃieｎｔｌy pｌaｎｎiｎg ａnｄ ｅｘecutｉng thｅ ｃonception， distｒibution promotｉoｎ,aｎｄ pricing of goods，servicｅs,and iｄeas;ａndＣrｅatiｎｇ ｅxchａngｅs that ｓatisfy iｎdｉｖｉｄuaｌ cｏｎsuｍer aｎd oｒgａnizationａl ｃustoｍｅrｓ｀ oｂjｅctiｖｅs.
Thiｓ defｉnition souｎds ａ lot liｋe thｅ definｉtioｎ of traditiｏnａl mａrketｉng. Anｏｔher way to ｖiew it is that e-marketｉnｇ is tｈe result of infｏrmａtion tｅchｎoｌoｇy ａpｐlied to tｒａｄitiｏnal ｍaｒketinｇ。 E—ｍarketｉｎg afｆｅcｔs traditioｎaｌ ｍaｒketｉng in two ｗａys。 Fiｒst,it ｉncｒｅaｓeｓ ｅfficienｃy in tｒａdiｔｉonaｌ ｍaｒｋetiｎｇ ｓtｒatｅｇieｓ。Ｔｈe traｎsfｏrｍatｉon ｒesults in new bｕｓiness ｍodel