网络营销和移动营销策略外文文献翻译2017

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1、外文文献翻译原文及译文文献来源：PatriziaG.TheResearchofInternetMarketingandM-Marketing[J]OTM2012Workshops.SpringerBerlinHeidelberg,2017，1(6):627-637.原文TheResearchofInternetMarketingandM-MarketingPatriziaGrifoni1IntroductionMarketingis“theprocesswhichcreates,communicates,deliversthevaluetotheconsumers,an

2、dmaintainstherelationshipwithconsumers.Itgeneratesthestrategythatunderliessalestechniques,businesscommunication,andbusinessdevelopments.Itis“anintegratedprocessthroughwhichcompaniesbuildstrongconsumersrelationshipsandcreatevaluefortheirconsumersandforthemselves”Marketingstrategieshavealo

3、nghistoryandmainlyinterestedeconomistsandsociologists.ThewideuseofInternet,pervasivenessofsocialnetworksandtheevolutionofmobiledeviseareimplyingawiderinvolvementofinterdisciplinarycompetencesenlargingtheinteresttowardICTcompetences.Thispaperistodescribetheevolutionofmarketingstrategiesfr

4、omtheadventoftheWeb(InternetMarketing)-throughtheadventofSocialNetworks(Marketing2.0)-totheevolutionofMobileSocialNetworks(M-marketing).Inparticular,thepaperanalysestheusethatItalianpeoplemakeofmobiledevicesandtheuserperceptionandacceptanceofM-marketing.TheadventoftheWebhadasignificantim

5、pactonthewaymarketersdotheirstrategies;itprovidesopportunitiesforcompaniestoenhancetheirbusinessinacost-effectiveandpracticalmanner.Thatis,theWebcanbeusedbymarketerstodistributeproductsfaster,toreachnewmarkets,toconductmarketingresearch,toservecustomersbetter,tosolvecustomerproblemsandal

6、sotocommunicatemoreefficientlywithmarketingpartners.Thisevolutionofmarketingiscalled“InternetMarketing”.ThewidespreadadventofSocialNetworkingstimulatedafurtherdevelopmentofmarketing(Marketing2.0)defininganewperspectiveconnectedtothesymmetryofcompaniesandconsumersintheircommunicationproce

7、ss.Indeed,consumersdonotpassivelyreceivemarketers’messages;theyactivelyexpresstheirneeds,preferencesandchoices.Alltheseissuesstimulatedtheemergingofnewmarketingmodelswithdifferentaspectsforsuccessfulmarketingstrategiessuchas:userinformationsharingandinteraction,brand&corp