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1、IndustrialMarketingManagement32(2003)3–13InternetintegrationinbusinessmarketingtacticsJ.DavidLichtenthala,*,ShayEliaza,baDepartmentofMarketing,ZicklinSchoolofBusiness,BaruchCollege,CityUniversityofNewYork,BoxB12-240,OneBernardBaruchWay,NewYork,NY10010,USAbMinistryofDefense,GovernmentofIsr
2、ael,ManhattanBranch,NewYork,NY,USAReceived1January2001;receivedinrevisedform15August2001;accepted4October2001AbstractCompanieshavegottolearntoeatchangeforbreakfast.TomPeters...itbehoovesustoadaptoneselftothetimesifonewantstoenjoycontinuedgoodfortune.NiccoloMachiavelliBusinessMarketingMana
3、gement(BMM)overtheInternethasbeenreceivinga‘‘lotofink’’incurrentperiodicalsandtoalesserdegreeinacademicliterature.Practicechangessorapidlythatprinciplesemergingfromlastmonth’ssuccessesmayneedrevisionbeforetheyarederivedandprinted.Thereisyetageneraltheoryofbusiness-to-businessInternetinteg
4、ration.Nonetheless,thereisaneedtobuildsuchknowledgeon‘‘thefly,’’andtoattempttoseepatternseveniftheyhaveashortlifespan.Thepresentworktakesalookatthestateofbusiness-to-businessInternetmarketingpracticesastheyear2000cametoacloseforlargercompanies.Notsurprisingly,andjustlikethehardwarethatmak
5、eInternetdistributiondensitysohigh,wefindthattheInternetishavinganimpacton:marketsizeandstructure,businessbuyingandsellingbehavior,negotiationstrategiesandassociatedpricingpractices.Moreover,distributionsystemsareexperiencingamajorrealignmentwhilelogisticsoptimizingisevengreater.TheWeband
6、e-mailarebecomingmorefullyintegratedintothebusinesscommunicationmix.Theattempthereistolearnaboutthemostrapidlyemergingandchangingcommunicationtechnologyofthepast100years.Business-driventechnologynowappearstobedrivingbusinessmarketingtacticsandresultsareaugmentedthroughmultifacetedcomplexu
7、seoftheInternet.D2002ElsevierScienceInc.Allrightsreserved.Keywords:Internetintegration;Electroniccommerce;Businessmarketing;Industrialmarketing1.Introductionmoreimportantlytoreshapecompleteindustries.TheincreasedtransparencythatismadepossiblebytheInter-netshouldmake
