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E---MARKETING(From:E--MarketingbyJudyStrauss,AdelEl--Ansary,RaymondFrost---3rded.1999byPearsonEducationpp.G4-G25.)AsthegrowthofGoogel.comshows,somemarketingprinciplesneverchange.Marketsalwayswelcomeaninnovativenewproduct,eveninacrowdedfieldofcompetitors,aslongasitprovidescustomervalue.Also,Google`ssuccessshowsthatcustomerstrustgoodbrandsandthatwell-craftedmarketingmixstrategiescanbeeffectiveinhelpingnewcomersentercrowdedmarkets.Nevertheless,organizationsarescramblingtodeterminehowtheycanuseinformationtechnologyprofitablyandtounderstandwhattechnologymeansfortheirbusinessstrategies.Marketerswanttoknowwhichoftheirtime-estedconceptswillbeenhancedbytheInternet,databases,wirelessmobiledevices,andothertechnologies.TherapidgrowthoftheInternetandsubsequentburstingofthedot-combubblehasmarketerswondering,Whatnext?Thisarticleattemptstoanswerthesequestionsthroughcarefulandsystematicexaminationofsuccessfule-mar-ketingstrategiesinlightofproventraditionalmarketingpractices.（SalesPromotion;E--Marketing；Internet；StrategicPlanning）1.WhatisE--MarketingE--Marketingistheapplicationofabroadrangeofinformationtechnologiesfor:Transformingmarketingstrategiestocreatemorecustomervaluethroughmoreeffectivesegmentation,andpositioningstrategies；Moreefficientlyplanningandexecutingtheconception,distributionpromotion,andpricingofgoods,services,andideas;andCreatingexchangesthatsatisfyindividualconsumerandorganizationalcustomers`objectives.Thisdefinitionsoundsalotlikethedefinitionoftraditionalmarketing.Anotherwaytoviewitisthate-marketingistheresultofinformationtechnologyappliedtotraditionalmarketing.E-marketingaffectstraditionalmarketingintwoways.First,itincreasesefficiencyintraditionalmarketingstrategies.Thetransformationresultsinnewbusinessmodelsthataddcustomervalueand/orincreasecompanyprofitability.2.Environment,Strategy,andPerformance(ESP)E-Marketingflowsformtheorganization`soveralle-businessstrategiesandselectedbusinessenvironment,wherelegal,technological,competitive,marketrelated,andotherenvironmental,factorsexternaltothefirmcreatebothopportunitiesandthreats.OrganizationsperformSWOTanalysestodiscoverwhatstrengthsandweaknessestheyhavetodeployagainstthreatsandopportunities.ThisSWOTanalysisleadsintoe-businessande-marketingstrategy.Firms,selecte-businessstrategiesande-businessmodels,andthenmarketersformulatestrategyandcreatee-marketingplansthatwillhelpthefirmaccomplishitsoverallgoals.Thefinalstepistodeterminethesuccessofthestrategiesandplansbymeasuringresults.Performancemetricsarespecificmeasuresdesignedtoevaluatetheeffectivenessandefficiencyofthee-businessande-marketingoperations.thisissoimportantintoday`se-businessclimatethatmediareportsseemtobefullofreferencestoROIandothermeasuresofsuccessfore-businessstrategiesandtacticsfeaturedinthemodel.Theespmodelmightjustaseasilydepictabrick-and-mortarbusinessprocess-byremovingafewe`sthisunderscorestheideathate-businessesarebuiltonsoundpracticesandprovenprocessesbutwithimportante-transformationsandemarketingpractices,asdiscussedinthisbook.ThischapterexaminestheenvironmentalfactorsintheESPmodel,whereasChapter4andChapter5exploretheseimportantfactorsinmoredepth.Chapter2delvesintothestrategyarea,andChapter3discussesthee-marketingplanningprocess.Themarketingenvironmentiseverchange,providingplentyofopportunitiestodevelopnewproducts,newmarkets,andnewmediatocommunicatewhitcustomers,plusnewchannelstoreachbusinesspartners.Atthesametime,theenvironmentposes!Competitive,economic,andotherthreats.Thissectionintroducesthreekeyenvironmentalfactorsthataffecte-marketing:legal,technological,andmarketrelatedfactors.Currentandpendinglegislationcangreatlyinfluencee-marketingstrategies.Chiefamongthesearelawsconcerningprivacy,digitalproperty,expression,andfraud.Privacyisdifficulttolegislate,yetitiscriticallyimportanttoconsumerswhoroutinelyyieldpersonalinformationovertheInternet.Onehotissueinvolvesopt-oute-mail.ThisoccurswhenusersmustuncheckaWebpageboxtoavoidbeingputonafewusersreadtheWebpagecarefullyenoughtonoticetheopo-outbox.DigitalpropertyproblemsbeganintheWeb`searlydaysandcontinuetopuzzlefirmsandlegislatorsalike.Inamediumwherecontentisfreelydistributed,itcanbefreelyrippedoff-notagoodthingforthecontentauthors.Spam,offensivecontent,andotherformsofpersonalexpressionconflictwhituserrightsandthus,fromanongoingdiscussionamonglegislaerneeds?Finally,newtechnologybringsnewopportunitiesforfraud.Althoughregulatoryagenciesareworkinghardtopreventfraud,enforcementisdifficultinanetworkedworld.TechnologicaldevelopmentsarealteringthecompositionofInternetaudiencesaswellasthequalityofmaterialthatcanbedeliveredtothem.Forexample,about20%oftheU.S.Populationenjoyshigh-bandwidthconnections-primarilycablemodemsandDSLlines--thatenabledeliveryofmultimediacontent.SomeWebsitesarebeginningtocreatethreeformsofcontent:ahigh--speedmultimediaform,astandardPCoffering,andahandheldformatforwirelessdevicessuchascellphones.Theprolofera-tionofwirelessdevicescreatesanewsetofdesignchallengesasfirmstrytosqueezecontentontotinierscreens.Alsoimportantaretechnologyconc