1. Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam Requests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENT THOMSON BUSINESS and ECONOMICS 5109 Natorp Boulevard Mason, OH Phone: (800)

2. Part One: Chapter One Introduction
“The goal is to move from the current situation of complexity and frustration to one where technology serves human needs invisibly, unobtrusively (不引人注目): the human-centered, customer-centered way.”
Donald Norman, The Invisible Computer

3. Origins of the Internet
Researchers began work in 1960s

4. Origins of the Internet
Researchers began work in 1960s
Two key early adopters:
University instructors and researchers
The United States military

5. Origins of the Internet
Researchers began work in 1960s
Two key early adopters:
University instructors and researchers
The United States military
Governed initially by the National Science Foundation, which prohibited all commercial transactions

6. The Internet Goes Mainstream
propelled the Internet off campus and outside the military

7. The Internet Goes Mainstream
propelled the Internet off campus and outside the military
Government regulation dissolved in early 1990s

8. The Internet Goes Mainstream
propelled the Internet off campus and outside the military
Government regulation dissolved in early 1990s
By 1994, the Internet had gone commercial

9. The Virtuous Cycle and The Internet Boom

10. Booms (繁榮)and Busts(破碎)
Fascination with the web also led to an infusion (注入) of investment capital
Aggressive, expensive battle for customers doomed (毀滅) many start-ups(突然出現,指新成立的創投、網路公司)
Greater discipline(紀律) and more cost-effective marketing plans allowed the dot-com era to take root

11. What Lies Ahead
Just 15 percent of the world’s 6.3 billion population is online

12. 目前世界上網概況 *

13. New Technologies, New Opportunity
Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience

14. New Technologies, New Opportunity
Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience
Faster Internet Connections bring marketing messages to the audience more swiftly

15. New Technologies, New Opportunity dated 2007
Advanced Connection Devices – from cell phones to home wireless systems – increase the potential online consumer audience
Faster Internet Connections bring marketing messages to the audience more swiftly
New Information Appliances, such as Apple’s iPod (+iPad), integrate technology advances with specific consumer demands

16. ☆☆A Shift for Marketing
From “Selling the Brand” – The old model emphasized on mass production and a promoting of a distinct brand
To “Managing the Consumer” – Online marketing puts focus on the customer’s individualized interests and demands

17. Marketing the World’s Game Online
Static websites provide basic information and game broadcasts

18. Marketing the World’s Game Online
Static websites provide basic information and game broadcasts
Dynamic websites allow greater fan interaction and facilitate ecommerce

19. Marketing the World’s Game Online
Static websites provide basic information and game broadcasts
Dynamic websites allow greater fan interaction and facilitate ecommerce
Personalized websites respond to individualized fan interaction

20. Marketing the World’s Game Online
Static websites provide basic information and game broadcasts
Dynamic websites allow greater fan interaction and facilitate ecommerce
Personalized websites respond to individualized fan interaction
Keyword Advertising links fans to potential travel and tourism sites
+ Virtual Community links …

21. Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:

22. Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:
The Digital Revolution

23. Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:
The Digital Revolution
Networking

24. Rethinking Marketing Strategy Three General Purposes Technologies form the foundation of Internet marketing and pave the way for greater innovation:
The Digital Revolution
Networking
Individualization