网络营销的发展[外文翻译]

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1、标题：TheEvolutionofInternetMarketing原文：PaperataGlance:Asmulti-channelcommerce(i.e.,theabilitytopurchasegoodsandservicesvia,forexample,theWebandthecallcenter)becomesincreasinglyubiquitous,technology(nowindistinguishablefromtheprocessesitenables)hasbecomethemeanstoins

2、tantgratification.However,theWebasastandalonechannelpresentsasmuchofaliabilityasitdoesanopportunitybecausebestbusinesspracticesforcohesivelyexploitingtheinternetandsystematicallythrivingincyberspacehavelagged.Notleastofallinthemarketingarena.The“old”Internetlaidth

3、efoundationforthemostcriticalmistakeorganizationshavemadewiththeWebtodate:failingtointegratetheWebintotheiroverallchannelstructure.The“new”Internetpresentsanewsetofopportunitiesifmarketersrealizethatdecisionsofonlinesearchersareinfluencedbyabroadnumberofofflinesou

4、rcesandviceversa.TheTake-Away:Brand,relationshipandinternetmarketersmustbreakthrough(oftenartificial)boundariestocoalescearoundthecustomerasthedesignpoint.Organizationsmustplantobecustomer-proactiveascommerceparadigmsshiftfrompushtopull.Cross-channelintegrationwil

5、lenableorganizationstooptimizethewaytheytreatcustomersandright-sizecosts.IntroductionFortoomanyorganizations,"cross-channelintegration"issimplyabuzzword-complianttrenddujour,andlittlemorethanlip-serviceispaidtowardimplementingit.However,fromthecustomer'sperspectiv

6、e,thislackofintegrationisaggravatinganalreadyfrustratingproblemwheninteractingwithmulti-line,multi-channelorganizations,leadingcustomerstowonder,"Whydon'ttheyknowmeHEREwhenI'vealreadytoldthemaboutmeTHERE?"TheInternetHasChangedtheWorldWell,maybenottheworld,buttheIn

7、ternethasclearlygainedmomentumasithasmovedfrombeingacommercialexperimenttoalegitimate,mission-critical,businessengineinalmosteverybusinesssector.Amongotherstatisticssupportingitssignificance,theU.S.CensusBureaureportsthatU.S.retaile-commercesalesinthefourthquarter

8、of2005continueditssteadyclimb,accountingfor2.4%oftotalretailsales(upfrom1.6%and1.9%overpreviousyears,adjustedforseasonality).Andthat’sjustintheretailsec