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1、E---MARKETING(From:E--MarketingbyJudyStrauss,AdelEl--Ansary,RaymondFrost---3rded.1999byPearsonEducationpp.G4-G25.)AsthegrowthofGoogel.comshows,somemarketingprinciplesneverchange.Marketsalwayswelcomeaninnovativenewproduct,eveninacrowdedfieldofcompetitors,aslongasitprovidescustomervalue.Also,G
2、oogle`ssuccessshowsthatcustomerstrustgoodbrandsandthatwell-craftedmarketingmixstrategiescanbeeffectiveinhelpingnewcomersentercrowdedmarkets.Nevertheless,organizationsarescramblingtodeterminehowtheycanuseinformationtechnologyprofitablyandtounderstandwhattechnologymeansfortheirbusinessstrategi
3、es.Marketerswanttoknowwhichoftheirtime-estedconceptswillbeenhancedbytheInternet,databases,wirelessmobiledevices,andothertechnologies.TherapidgrowthoftheInternetandsubsequentburstingofthedot-combubblehasmarketerswondering,"Whatnext?"Thisarticleattemptstoanswerthesequestionsthroughcarefulandsy
4、stematicexaminationofsuccessfule-mar-ketingstrategiesinlightofproventraditionalmarketingpractices.（SalesPromotion;E--Marketing；Internet；StrategicPlanning）1.WhatisE--MarketingE--Marketingistheapplicationofabroadrangeofinformationtechnologiesfor:Transformingmarketingstrategiestocreatemorecusto
5、mervaluethroughmoreeffectivesegmentation,andpositioningstrategies；Moreefficientlyplanningandexecutingtheconception,distributionpromotion,andpricingofgoods,services,andideas;andCreatingexchangesthatsatisfyindividualconsumerandorganizationalcustomers`objectives.Thisdefinitionsoundsalotlikethed
6、efinitionoftraditionalmarketing.Anotherwaytoviewitisthate-marketingistheresultofinformationtechnologyappliedtotraditionalmarketing.E-marketingaffectstraditionalmarketingintwoways.First,itincreasesefficiencyintraditionalmarketingstrategies.Thetransformationresultsinnewbusinessmodelsthataddcus
7、tomervalueand/orincreasecompanyprofitability.92.Environment,Strategy,andPerformance(ESP)E-Marketingflowsformtheorganization`soveralle-businessstrategiesandselectedbusinessenvironment,wherelegal,technological,competitive,marketrelated,andotherenviro
