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Paradoxical Paralysis or Proactive Profiteering Introduction - The Potential for Profit Electronic marketing on the Internet has bounded into the forefront of marketing communications Not because it is a proven medium for marketing but because it offers vast yet undiscovered potential for profitable business activity There are many reasons why Internet marketing has achieved such elevated status so rapidly In this paper well introduce some of those reasons and discuss the proactive abilities this new marketing channel provides Well also introduce some of the challenges this medium creates As we end the first year of Internet commercial activity the communications channel is also facing several larger paradoxes including numerous contradictions to current thinking These issues are binding growth and forcing us as marketers and business people to examine the Internet more fully More importantly we must develop integrated marketing techniques in order to use the super highway as a profit-making tool The year of 1994 is being called the year of the Internet primarily because it was the first year its potential as a marketing tool was considered Now that the first half of 1995 and the massive initial movement of companies to the Internets World Wide Web is over we as marketers must ask ourselves if the challenges involved in Internet marketing will be met Will marketing professionals be proactive profiteers using this new channel successfully Or will we continue to let the nay-sayers paralyze the Internets marketing potential by highlighting its negative paradoxes The primary reason for the Internets explosive growth is the media write-up it received in 1994 and 1995 Major publications including Time Business Week Newsweek and many others have featured the Internet as an almost magical all-encompassing solution to interactive communications In reality the Internet has been around since the early 1970s but was primarily used by academics and researchers for information exchange The release of World Wide Web WWW browsers in 1994 was the catalyst of the media
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