التسويق الالكترونى
DESCRIPTION
التسويق الالكترونى هو استراتجية تقوم على اقامة علاقة وخلق اتصال مباشر بين المنتج والمستهلك عن طريق الانترنت وهو مثله مثل التسويق التقليدى تماماً ولكن الاختلاف هنا فى الوسيلة الا وهى الانترنت . المصدر: http://www.ec4learn.com/2013/09/Emarketing-VS-Nmarketing.html#ixzz2vlpzP4zQTRANSCRIPT
-
W
K
K ? ?? ?K
K K
-
W ??
?K?
K
??W J
?W?W W
K W
K W
K
FEK
-
K
K
WIMC
K CRMK
K
K
KKKK
K
K
-
- -
FEFKEK
K
K W
K K K
K
-
- -
K
K K K
K
W
WK
-
- -
W W K
K
K KKKK
? ? K
FInternetEFEFArpanetE
FMainframe E K
FNational Science Foundation E
FE-mailKE
FTim Berners-LeeE
FwwwEFWide World WebKE
FPathwaysEK
FCIRN E FMosaic E
-
- -
KFE
K
K K
FeBusinessEFeCommerceKKKEK??
F(IBMK?W
K?FeBusinessE
K
FeCommerceE K
W K FeMailingE K FeMarketingE K FeBankingE K FeEngineeringE K FeSupplyingKKKE
K
- . ) ( .
- . /. ) ( .
-
- -
FReal TimeKE
FEFEK
WFE JK
K FEW
K FEFKB2CE K FEFKB2BE K FEFKC2CE
W
K FKG2CE K FKG2GE K FKG2BE
W
-
- -
EManagement
EBusinesses
E F EGovernment
ECommerce
C2CB2CB2B
C2BG2G B2G C2G
WK FeMarketing ConceptE
F E F E F E
KFIndividual MarketingKE
K
K
KKKK
? ?
- . . .
4 - Imber,J.&BestyAnnT.,DictionaryofMarketingterms,3rded.BarronsBusinessDictionaries,2000,USA.
-
- -
W ?
?
F KKKKEK
FE
K
K
K FEK
FArthur D. LittleEW
K F E
K
5 - Imber,J.&BestyAnnT.,DictionaryofMarketingterm,Op.Cit..
6 - RafiA.Mohammedetal.,InternetMarketing,Buildingadvantageinanetworkedeconomy.2ndedition,2004,McGrawHill,USA,pp.5
7 ArthurD.Littleat:http://www.adl.com/
-
- -
K K
FEFAttentionE FInterest E F(Desire
FActionE K FMultimediaEFE-mailEFAd
BannersKE K
K
JK
FFAQEK
WK
KFEW K K K K K K K K K
- . .
-
- -
K K K
W K FEK K K
F E FE
K W
W 4Ps
4Ps
4PsKK
FE4Ps
W K K K K K K FKKE
9 - RafiA.Mohammedetal,op.cit.pp.13
-
- -
K
FKKKKE
FWE FSite DesignE FSecurityE FProduct & AssortmentE FPromotionE FVirtual CommunitiesE LFDistribution/ PlaceE FCustomers ServicesE FPriceE FPrivacyE FPersonalizationE
FE
K
F EK
10 - KalyanamK./ShelbyMcIntyre,TheEMarketingMix:acontributionoftheETailingWars,SantaClaraUniversity,2002,USA.
-
- -
WK
K
??FDirect MarketingE
KK
W FE
K
FE FE
FHH
E
- . . ) ( .
H
-
- -
F
E K
FE FE
WFKE
K K
K K
K K
K K
K K
-
- -
K K
-
- -
K {F3EFXEW K EFK K
EFK K
EFK K EFK K
EFK K EFK K
EFK K EFK K EFK K EFK {WK
K ? KKKKKKKKKKK KKKKKKKKKKKKKK KKKKKKKKKKKK KKKKKKKKKKKKK
? K FEW
KKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKK
-
- -
{WK K K K
{W K
W
K
-
- -
KWF3EFxKE K FxE K F3E K F3E K F3E K F3E
K FxE K F3E K FxE K FxE K FxE
KWK K K K
W JK JK JK JK
KW K K J
KW
-
- -
WK WK
K
KKKK
K
? ?
KKK
K FeShoppingE
FEK
FEW JIndustrial Buyer JConsumerUltimate
FEW K FEK
KKKK
- . : ) ( .
-
- -
K K FChatting RoomsE FNews GroupsE
DBCMicrosoft Investor
Quote.comKKKK K FEK
K
K
K K
FEK
K FEK
FSearch EnginesKE WK
K
W
WK
- FEK 14 - RafiA.Mohammedetal,op.cit.pp.48
-
- -
K WK
K
WFEK
K K
FEF (Click- ThroughK
WK
K WK
K WK
K W
FE FE
-
- -
K
FPersonalized MarketingE K
FEFEK
WK ??
FLE
K K K
K K K
FKKKKE
K K JW
- ) ( .
- . ... .
-
- -
W
K
-
- -
K
K K
K K
K
K K
-
- -
K {F3EFXEK K EFK K FE EFK K EFK K EFK K
EFK K EFK K EFK K K K K K K {WK K ? FeShopping E KKKKKKKKKKKKKKKKKKK
KKKKKKKKKKKKKKKKFEKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK?
K FEW JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
-
- -
K W JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK { K K K ?FE
K?K
W
K
-
- -
KWF3EFxKEK FxE K F3E K FxE K F3E K F3E
K F3E K FxE K FxE K FxE K F3E
KWK K JK K W
JK JK JK JK JK
K W
JK JK JFEK JK JK
-
- -
KW K J K J
-
- -
WK W
K
K
K
W W W W W
WK
K
K
K
- .
/
- .
-
- -
WK WK JK
FE
K
WK
19 - O'Connor,J&Galvin,E:MarketingandInformationTechnology,PitmanPublishing,London1997.
- .
-
- -
W
K K
K K
K FEK
K K
K
K K
K
K FInstantaneousEK
K FIntranetE FExtranet E KKK
K K
K
- . ... . .
-
- -
JK
K
K
K
F E K
K
K
W JK
FNewsletterEK
- ) ( .
23 - RafiA.etal,InternetMarketing,op.cit.pp.654.
-
- -
K
K
K
KKKK FClick dataEFCookiesE
K K
K
K
FCRMEK
W K K K K
FVectorE
K W
K KKKK
-
- -
FKKKKE K
FEK
K
WK
KFDataEFInformationEK
K
K
K
K
K
K
?F?CLVEK
K
-
- -
KK
KKK
FE KFE
K
24 - Wood,Emma,MarketingInformationSysteminTourism&HospitalitySMEs,astudyofInternetUseforMarketIntelligence,InternationalJournalofTourismResearch,3,2001,p.196
-
- -
WK WK
K
K
K
F J
E F JE
F JE
-
- -
FPrivacy E K
F
KE
FEK F E FE
K K
K
K
KW K FE
K K
K K
K K
- . : ...
-
- -
K W
K F
KKKK
K WK
FOnline KE
W K K K K K FE K
KK
WK WK WK WFEK
WK WK
- ) ( .
-
- -
K F
E
KKKK
K
F E KKK K
KKK
K
K
FClick dataKE
-
- -
W K
F E K
K
K K
K
K
K K
K
-
- -
{WF3EFXEW K EFK K
EF
K KEF K KEF K
EFK K EFK K ? F ?CLV E
EFK K KEF K EFK K EFK
{WK K ? KKKKKKKKKKKKKKK
KKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKK
K?
-
- -
K W
JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
K W JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK {WK K K K K
{WK JW
J K
K K K
JW K
K K K
{WK
-
- -
W
K
-
- -
K
KWF3EFxKE K FxE K F3E K F3E K FxE K F3E K FxE K F3E K F3E K F3E K FxE
-
- -
KWK K JK K W
JK JK JK JK
K W JK JK
KW K J K J
KW K K {W J
-
- -
-
- -
F E F KE W
FEK
K
K
K W
K K K
K
-
- -
K
K K K
W
WK
-
- -
WK
K
K
W )Segmentation( FTargetingE FPositioningE
K
KK
FEK
K K K)B2C( K K)B2B( K )-) .(B2B2C( K )G2B(
WFBusiness to Customer, B2CE
-
- -
FeRetailingEK Mall L LK
W Fe AuctionKE FBrick & MortarE K FUsenet GroupE K
K
K
K W
K
KKKK
K
KKKK
K
52 - eMarketerat:www.emarketer.com
-
- -
FAmazon.comEK
WFBusiness to Business, B2BE
K
K
FOnlineE K )EDI(
K K
W FEK
K K K
K
WFBusiness to Business to Consumer, B2B2CE
FEFE
- / ) .(
-
- -
FEFKE
K
K WFGovernment to Business, G2BE
K
K
KKKKFePublic ProcurementKE
FVATEK
W
K LK FE L L L
- . .
-
- -
K K
K K
K K
K K
K K
-
- -
{WF3EFXEK K EFK K EFK K K
EF K
MallEFK K
FB2BEFKE K
FEFKE K FKE K EFK K
KKKKEF
K EFK {WK
J? KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK?
? KKKKKKKKKKKKKKKKK KKKKKKKKKKKKKK KKKKKKKKKKKKKKKKK
K? JW
JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
-
- -
JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
JW JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK {WK K K K K
{WK W
K
-
- -
KWF3EFxKE K FxE K F3E K F3E K F3E K FxE
K F3E K FxE K FxE K F3E K FxE
KWK K K K K K W
JK JK JK JK
K W JK JK JK JK KW K K
KW
-
- -
WK
K WFEK
W FCustomer ValueE
F E K
FOnline CustomerEK
K
W F
KKKE K
K
K
- . /. : .
-
- -
FCustomer OrientatedEW
K FInteractive MarketingE K FRelationship MarketingE
FCRMEK
FE F E
K F E
W K K
K K K
K
K K
??K K FEK
FE FAmbianceKKKEK K K
31 - MohammedRafietal,InternetMarketing,op.cit,pp.208.
-
- -
K K
K K
K K
K F E
W K K WK
K
K
-
- -
W K K
FE
KKK K K
F (DSS FESE K
K K FeCommerceKE
W? F ? E
W?
FK?E W
J K
K
J FEDIE
- .
- ) .(
-
- -
F E F E K
K
KKKK _K
FLANE FIntranet E FExtranetE
K K
W
K
K K
FGISEKKKK
K
K
FDirect MarketingKE F
E K
-
- -
W K K K
KKK K
FeBusinessKE
K WFKeBrandingE
FBrandingE
KFVolvoEK
FB2CE
W K FE K FE K FE
- . .
35 - J.A.Matheson,EBusiness,ajargonfreepracticalguide,Butterworth&Heinemann,U.K2002,pp59.
-
- -
W
FB2BE
K
KKKK W
K
KKKK K
W K K K K K
36 - J.A.Matheson,Opcit.,pp63.
.
-
- -
K K
K
K FDomain Name E
FURLEW
FSearch EnginesEFYahooEFGoogleE
K
K W
K
K
K
K K
-
- -
FPLCE
K
K
FB2BKE
FVideoconferencingKE
FPositioningE
K
WK
K
K
W J
K
- . .
-
- -
K
K K
K
K K
K
FKE
K FCookies E FClickstreamEK
W K K K K K K K FE K K
- . .
-
- -
K K K K K K K
K
WK
K FInternet AuctionE
F EFE
K K
K W
K K
K K
K
-
- -
K
_K K
K
W K K K K K K
FebayE
W Amazon.com Auctions.com Priceline.com Cityauction.com Fairmarket.com Auctions.msn.com Geoauction.com
FKInternet ExchangesE
FEFEK
K FFastParts.comEK
-
- -
K
W FIBMEK FGEEK FWal-MartEK
39 - MoranNualla,Falloutisfarfromoverinelectronicmarketplaces:AlthoughmanypubliconlineB2Bexchangeshavefailed,thereisoptimismconcerningprivateexchanges,FinancialTimes,13March2002.
-
- -
K
K
KK
K
K
K
K
-
- -
{WF3EFXEK K EFK K FCRM E
EFK K EFK K EFK K
EFK K
EFK K FDomain NameE
FURLEFKE K EFK K
EFK K
EFK {WK
?KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK?K ?KKKKKKKKKKKKKKKKKKK
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK?K
JW JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
-
- -
JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
J W
JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK {W
JK K
{W K
W
K
-
- -
KWF3EFxKE K F3E K F3E K FxE K FxE K F3E
K F3E K F3E K FxE K F3E K FXE
KWK
K K JK K W
JK JK JK JK JK
K W JK JK JK JK JK
-
- -
KW K K
KW JK
-
- -
WK
K
FEW
W WK
K
K K
40 - TheEconomist,May2001
- ) ( .
-
- -
FColumbia House E
K FE
FCisco Systems E ? ?
KKKK _FKInfomediariesE
K
KKKKFE
K FYahoo.comE
KW
FPortalsEK FVirtual CommunitiesEFiVillageE FTransaction AggregatorsEFTravelocityE FVirtual MallEFInternetMall.comE
FB2CEFB2B E
FChipCenter.comEK
42 - RafiA.etal,InternetMarketing,op.cit.,pp252.
-
- -
WK
FDisintermediationE
K
FAmazon.comEK
FDellE
K
L LK
K
W
K K K K
43 - 43 - RafiA.etal,InternetMarketing,op.cit.,pp452.
-
- -
W
FE K
FEK FDell E
K WK
FPhysical distribution E K
W K FE
L K
K
-
- -
K
K K
K
K
K
W K FEK K FEFDownloadE K FHybrid DistributionE K FeMailE
WFKeStoresE
KK
FEKKKK
- . : .
-
- -
KW
FPortal sitesE FShopping GuidesE FSearch EnginesE FCybermallsE
FEK
KKKK K
K
W K Fflorist.com-onalwww.InternatiE K Fhttp://www.amazon.comE
K
-
- -
K J
K
K
K
K
-
- -
{WF3EFXE K
EFK K
EFK K K
EF K
LLEFK
K FEEFK
K EFK K EFK K
EFK K
KFE
K EFK {WK
?KKKKKKKKKKKKK KKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKK
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK?K
-
- -
W
JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
JW
JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
KWK ?KK FEK
{W K
W
K
-
- -
KWF3EFxKE K F3E K FxE K FxE K F3E K F3E
K FxE K FxE K F3E K F3E K FxE
KW K JK K W
JK JK JK JK
K W JK JK JK JK JK
-
- -
KW K K
KW J
-
- -
F E F KE W
FIMCEK
FCRME K
K
K
W K FIMCKE K FeCRME
K
-
- -
K
K K K
W
WK
-
- -
WK WIMCK
K
KFIntegrated Marketing Communications, IMCKE
K
K
F E K
FE FDVDEKFWireless DevicesEFBroadbandE
K
IMC
K
IMC K
. ) ( .
46 - RafiA.etal,InternetMarketing,op.cit.,pp342.
-
- -
FInteractivityKE ?
F?IMCKE
FFeedbackEKW
K
K
K K
K K
KKKK
FDataBase MarketingEK
K
K K
K
FAmazon.comEFYahoo.comKE FIndividualization/PersonalizationE
-
- -
K
K
K KKK
FNew York TimesE
??K
W WK WK WK WK WK WK
WK
KFOnline AdvertisementE
K
47New YorkTimesat: www.NYtimes.com
- )( .
-
- -
KF3DEK
K
K
W K
FBannersE F E
FEKKKK
K K
K K
K FCluesE
K K K K
K K K K
FEK
- . .
-
- -
K FHomepageEK
W K
K K
K K
K K
K
W K K K
W
K
K K
W K
K
- . .
-
- -
K
FFeedbackEK
K
K
FKE FBannersE
KW
K K K K
K K K
K
K
F E K
-
- -
FExposure E
K W
K K K
K
K WK
KK
K
F E K
K
W
- . .
- . .
-
- -
FKE
K
KW
K K K
K FSearch EnginesE
KFE K
KKKK
W Google.com Altavista.com Yahoo.com Lycos.com Excite.com Ayna.com Arabista.com
FURL E K
KKKK
-
- -
F E KKKK
K FElectronic
DirectoriesE
F E K
K FYahoo.comE
W
-
- -
KKKK
K
F E K
WK FeMail Marketing E
K
K
F KE
FPermission MarketingE K
FEK FB2C E
FB2BEKFB2CE
K FB2BE
K
53 - RafiA.etal,InternetMarketing,op.cit,pp.162
54 - Greenspan,Robyn,2002,Mediabuyerspreferqualityoverquantity.CyberAtlas,May8.Athttp://cyberatlas.internet.com/markets/advertising/print/0,,5941_1041891,00.html.
-
- -
K
FSpam/Junk mail E K
FEFAnti-SpamsKE
-
- -
K
FIMCKEK K
K
K
K K
F J J J JKKKE
-
- -
{WF3EFXEK K
EFK K
EFK K EFK K K
EF K EFK K
EFK
K
KEF K
EFK K FeMail MarketingE
KEF K
EFK
-
- -
{WK W
JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
J IMC W JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
JW JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KWK
K K
{W
K
W
K
-
- -
K KWF3EFxKE K F3E K F3E K FxE K F3E K FxE
K F3E K F3E K F3E K FxE K F3E
KW
K W JK JK JK JK
K IMCW JK JK
K W JK JK JK JK JK
-
- -
KW K J K J
KW J
-
- -
WFeCRME WK
K K
FE
KFCRMEK
FeCRM E
KW
W ?FeCRME
K?K
W
K K FROIEK
55J.A.Mattheson , EBusiness,Ajargonfreepracticalguide,op.cit.,pp139.
56 - J.A.Mattheson , EBusiness,Ajargonfreepracticalguide,op.cit,pp.140.
-
- -
W K
W K
W
W WK
?? K
K WK
-
- -
K
K W
K K K K WK
W
FKE K
JK
W K
K WK
57 - J.A.Mattheson , EBusiness,Ajargonfreepracticalguide,op.cit.,pp.140
-
- -
W K FE
K
K K
FOnlineE
K KFFocus GroupsE
K
FKCookiesE F
E F EK
W
K
-
- -
K
K W
FCollaborative FilteringE
K FCustomer ProfilingE
K FKExtranetE
K
K
F E KKKK
WK
FPrivacyKE
-
- -
K
K
K
FTrusteEW
K
K K
K
K K
W K
K K
K
- . .... .
-
- -
F E
K
-
- -
K FeCRM E
K K
K K
K
K
FPrivacyKE
-
- -
{WF3EFXEK K
FeCRMEKEF
K FROI E
EFK K EFK K
EFK K
EFK K EFK K
EFK K
EFK K
EFK K EFK {WK
? KKKKKKKKKKKKKKKK FeCRM E KKKKKKKKKKKKKKKK KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK?
-
- -
?KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
KKKKKKKKKKKKKKKKK? W
JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
JW JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KWK
K K
{W K
W
-
- -
K KWF3EFxKE K F3E K F3E K FxE K F3E K FxE
K F3E K F3E K F3E K FxE K F3E
KW
K JK K K K W
JWK JWK JWK
K W
JK JK JK JK
-
- -
KW K J K KW J
-
- -
F E F KE W
KK
K
-
- -
K
K K KK K K K K
W
WK
-
- -
WK
K
K
K WK
K
W K K K K K K K K
W
K K
F E F E
K
K
K
-
- -
W K
K FSWOT AnalysisE
K
K K
K
FPorterE
W K K K K K K
K
K K
F E F E
59 Porter,MichaelE.,Thecompetitivestrategy:Techniquesforanalyzingindustries&competitors,TheFreeePresss,NewYork,1980.
-
- -
KFStorefrontEFExtranetEFe-storeKE
W FL E
K
FCritical Success Factors, CSFE
K FValue Analysis
Approach E K
K FROI & Risk Analysis E
KFROI E
KFE
K
W
K K K
-
- -
K
K
K
K
K FEK
-
- -
WK
F4PsE
W K K K K K K K K K K K K K K K K
- . . .
W
-
- -
K K K K
K
W K K K FE K K K K
FEW
61MatthesonJ.A., EBusiness,ajargonfreepracticalguide,op.cit.,pp30.
-
- -
{FEFE
FE
W WK
K
62 - MatthesonJ.A., EBusiness,ajargonfreepracticalguide,op.cit.,pp.32.
-
- -
K K
W L K
KKKK
KKKK
W K K F
KE K WK
K
KK
K
F E FClick trackingE
63 - RafiMohammedA.etal,InternetMarketing,op.cit.,pp.524.
-
- -
F E FServer EK
FKKKKE
K WK
K
K FBusiness CaseEW
K K K K K K
W
K K
K F KE
K KKKK
- . . .
-
- -
K KKKK
K K K FROIEK K K K
K
65 - MatthesonJ.A,EBusiness,ajargonfreepracticalguide,op.cit.,pp.39.
-
- -
K
K K
FB2CEFB2BKE K
K
K K
K K
K
-
- -
{F3EFXEK K
EFK
K EFK
K EFK
K EFK
K EFK
K .EF K EFK K FE
. EF K EFK K
FEEFK
{WK W
JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
-
- -
W JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
W JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK KWK
K K
{W K
W
K
-
- -
K KWF3EFxKE
K F3E K F3E K FxE K F3E K FxE
K FxE K F3E K F3E K FxE K F3E
KWK
K W JK JK JK JK
K W JK JK JK
K W K K K
-
- -
KW K J K J
KW
-
- -
WK
K K
WK
?F?Learn as you goE?F?Sense and RespondKE
K
K
K
W K FMicrosoftEFNetscapeEK K FMotorolaEK K FToyotaEFFiatEK
W
K K K K K K
-
- -
K
FAmazon.comEFYahoo.comE
K W
K K
K
K K K
F3D representationsE FVideoconferencingE FR&DE K
K
K
K K
FCADE FSimulationE FReal-time market informationKE
FServerE
FStream ClickKE
66 - RafiMohammedA.etal,InternetMarketing,op.cit.,pp.258
-
- -
WK K
K
W K K
K K K
F KE
K
FAuctionEW
K FEnglish AuctionsE FKE
FChristie's E K
K FReverse-price English AuctionsE FB2B E
KK
K
-
- -
FfreeMarkets.comEK
K FDutch AuctionsE K
K
KFeBay.comKE
K FKFirst-Price Sealed Bid AuctionsE
KFPriceline.comEK
K FReverse First-Price Sealed-Bid AuctionsE
KK
K FExchangesE FE
KK
FFastParts.com EK
WK
K
-
- -
K
KW
K FFEBanner adsE
K
K FInterstitialsE
K
K K FSponsorshipE
K
K Fe-mailsE
FJunk mail, SpamKEFOp-in mailKEFyesmail.comE
K
67 - MohammedRafietal,InternetMarketing,op.cit.,pp.508.
-
- -
K Fe-CouponsE
FKEFcoolsavings.comE
K WK
K W
K K
FB2CEFB2BEK FColumbia HouseE K
?F?Behind the scenes MarketingE
FCisco Systems E KKKK
K FInfomediariesE
K W FPortalsE iVillage FTransaction aggregatorsETravelocity FVirtual MallsEInternetMall
-
- -
K
-
- -
J
K JK
K J
K
JK
-
- -
{WF3EFXEK K
K EF K
FKE K
EFK K
EFK
K FEEFK K
EFK K EFK K ??
EFK K
EFK
K EFK
-
- -
{WK W
JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
W JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
JW JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
JW JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK JKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
{WK
K K
-
- -
{W FeAuctionE.
W
.
-
- -
K KWF3EFxKE
K F3E K F3E K FxE K F3E K F3E
K FxE K F3E K FxE K F3E K F3E
-
KWK K W
K K K
K W
JK JK JK JK JK
K W K K JK K JK
K W K K
KW K J K J KWK
-
- -
F E F KE WK
K
KW K K
K
-
- -
K
K K
W K
WK
-
- -
WK K
KK
K WFB2CEFamazon.comE FEFBricks & MortarKE
K K
K
K
KK JK
K
W FAlexa InternetE FA9E
-
- -
FIMDBE FCadabra.comEFJeef BizosE
K
K
W K K K K FKE FEK
68 - http://www.amazon.com
W
-
- -
K K
W W
Whttp://www.amazon.com K K K
K W
Whttp://www.amazon.com K K FE
WWFeBay.comE
K FPierre
OmidyarEFE K
K K
{ FKE
-
- -
K K K K K FKE K K
WK
W W
Whttp://www.eBay.com K
69 - http://www.eBay.com
-
- -
LK K
K W
Whttp://www.eBay.com L
K K FE
WFInfomediariesEFYahoo.comE K
yahoo.comK
KK
K
K
-
- -
K
K
. K
FportalE F J
KKKE K K K
70 - http://www.arabneed.com/vb/showthread.php?t=5166
-
-
- -
WK
W
W Whttp://www.Yahoo.com K K LK K
K W
Whttp://www.Yahoo.com JK L
71 - http://www.Yahoo.com
-
- -
K K FE
WFhttps://us.etrade.comE K
KFEK
K F EK
K FportalE FWall StreetES&P 500
K K K FKE KKKK FEK K
-
- -
WK W
W Whttps://us.etrade.com K FEK K
K W
Whttps://us.etrade.com FEK K FE
72 - https://us.etrade.com
-
- -
W Fhttp://www.souq.comE K
KKK KKK K
K
K
FportalE K K K K K K K
-
- -
WK
W W
WFhttp://www.souq.comE K K LK K
K W
WFhttp://www.souq.comE JK L K
73 - http://www.souq.com
-
- -
K FE
W http://rswww.com)E
K )RS Components(
K
K
ITKK
K FportalE
KKKK K FCalibrationE
KKKK FFeedbackKE FIntranetEK K
-
- -
WK W
W WFhttp://rswww.comE K K K K
K W
WFhttp://rswww.comE JK
74 - http://rswww.com
-
- -
K K FE
WFwww.stc.comE K
.
%
K .
K FportalE FE
K
K
K K
-
- -
WK
W W
WFwww.stc.com.saE K K K K
K
W WFwww.stc.com.saE JK
75 - www.stc.com.sa
-
- -
K K FE
WFhttp://www.saudiairlines.comE LK
FEHZ-AAX J J
K
K
J J J J J
J JK
K
K
K
K FportalE
-
- -
FE K
KKKK K K F
KKKEK
WK
W W
WFhttp://www.saudiairlines.comE
76 - http://www.saudiairlines.com
-
- -
K JK K K
K W
WFhttp://www.saudiairlines.comE JK FEK K FE
WFhttp//:exclusivebidding.comE LK
F K F E
K
LFEK W
K FportalE
-
- -
K
K K FPay palE
K K K
W K
W W
WFhttp//:exclusivebidding.comE K JK
77 - http//:exclusivebidding.com
-
- -
K K
K W
WFhttp//:exclusivebidding.comE JK K K FE
-
- -
WK
K W
K K
K W FKKKE
FKE
FKE F
EKKKHtmlFKE
FKE K
K K
K
-
- -
W K K K K K
K K K FE K
-
WW K K W F
EK K KFE
K K K K F
EK K KKF
EK K F
EK K FE F
EK K FE F
EK K FEF
EK K FEF
EK
-
WW 10. J.A. Matthewson, e-Business, a jargon-free practical guide, Butterworth-Heinemann, 2002
Oxford, U.K. 11. Rafi A. Mohammed et al, Internet Marketing, building advantage in a Networked Economy, 2nd
edition, 2004, McGraw-Hill.
WW www.NYtimes.com http://www.arabneed.com/vb/showthread.php?t=5166 http://cyberatlas.internet.com/markets/advertising/print/0,,5941_1041891,00.html
www.emarketer.com www.yahoo.com www.google.com http://www.amazon.com http://www.ebay.com https://us.etrade.com http://www.souq.com http://rswww.com http://www.stc.com http://www.saudiairlines.com http://exclusivebiding.com www.Auctions.com www.priceline.com www.cityauction.com www.fairmarket.com www.Auctions.msn.com www.fastparts.com www.cisco.com www.iVillage.com www.travelocity.com www.InternetMall.comwww.chipcenter.com www.Dell.com www.Internationalflorist.com www.Altavista.com www.Lycos.com www.Excite.com www.Ayna.com www.Arabista.com www.Truste.com www.freemarkets.com www.yesmail.com www.collsavings.com www.columbiahouse.com
-
K W K W K W K W K W K W K W K W K W K W K WeCRM K W K W K W K FEK W
K K K K
-
K K K K K K K K K K K K K K K K
-
K K K K