文档介绍:标题:Marketing原文:PaperataGlance:Asmulti-merce(.,theabilitytopurchasegoodsandservicesvia,forexample,theWebandthecallcenter)esincreasinglyubiquitous,technology(nowindistinguishablefromtheprocessesitenables),“old”anizationshavemadewiththeWebtodate:“new”-Away:Brand,marketersmustbreakthrough(oftenartificial)anizationsmustplantobecustomer--anizationstooptimizethewaytheytreatcustomersandright-,"cross-channelintegration"plianttrenddujour,andlittlemorethanlip-,fromthecustomer'sperspective,thislackofintegrationisaggravatinganalreadyfrustratingproblemwheninteractingwithmulti-line,multi-anizations,leadingcustomerstowonder,"Whydon'ttheyknowmeHEREwhenI'vealreadytoldthemaboutmeTHERE?"HasChangedtheWorldWell,maybenottheworld,mercialexperimenttoalegitimate,mission-critical,,,%oftotalretailsales(%%overpreviousyears,adjustedforseasonality).Andthat’,,inturn,limitstheabilityoftheenterprisetomotivate(re)-purchasingbasedonthebuyer’spainandneeds-inturn,,andsystematicallythrivingincyberspacehavelagged;notleastofallinthemarketingarena.“Old”MarketingInthebeginning,,paniesdabbledintheWebwithexperimentalwebsi