[DOC]-网络营销的发展外文翻译-其他专业.doc

标题：The Evolution of Internet Marketing 原文：Paper at a Glance: As multi-channel commerce (i.e., the ability to purchase goods and services via, for example, the Web and the call center) becomes increasingly ubiquitous, technology (now indistinguish able from the processes it enables) has become the means to instant gratification. However, the Web as a standalone channel presents as much of a liability as it does an opportunity because best business practices for cohesively exploiting the internet and systematically thriving in cyberspace have lagged. Not least of all in the marketing arena. The “old” Internet laid the foundation for the most critical mistake organizations have made with the Web to date: failing to integrate the Web into their overall channel structure. The “new” Internet presents a new set of opportunities if marketers realize that decisions of online searchers are influenced by a broad number of offline sources and vice versa. The Take-Away: Brand, relationship and internet marketers must break through (often artificial) boundaries to coalesce around the customer as the design point. Organizations must plan to be customer-proactive as commerce paradigms shift from push to pull. Cross-channel integration will enable organizations to optimize the way they treat customers and right-size costs. Introduction For too many organizations, cross-channel integration is simply a buzzword-compliant trend du jour, and little more than lip-service is paid toward implementing it. However, from the customers perspective, this lack of integration is aggravating an already frustrating problem when interacting with multi-line, multi -channel organizations, leading customers to wonder, Why dont they know me HERE when Ive already told them about me THERE? The Internet Has Changed the World Well, maybe not the world, but the Internet has clearly gained momentum as it has moved from being a commercial experiment to a legitimate, mission-critical, business engine in a