History

Electronic Markets was established in 1991, long before the Internet became known outside the
academic world and before the rise of modern electronic commerce and electronic business.
The journal emerged from the 'Competence Center Electronic Markets' (CCEM) an industry-funded
research group founded in 1989 by Prof. Beat Schmid at the University of St. Gallen, Switzerland.
At that time, the concept of Electronic Markets (EM) was a vision developed by leading researchers
from various different fields. From the very beginning, electronic market research and the respective
publication followed a highly interdisciplinary approach. Whereas many journals focusing on EMrelated subjects have their beginning and home in the domain of information systems (IS), Electronic
Markets brought together researchers from various disciplines including IS and business but also
economics, design, information science, psychology, and sociology from the very beginning. In doing
so, it contributed to the emergence of a new area of research.
It is our strong belief that only an interdisciplinary perspective can cover the whole range of possible
impacts of electronic markets on economic systems and thus on societies. Therefore, the main
contribution of Electronic Markets to the respective fields is not only to address innovative and
upcoming topics at an early stage but to broaden the perspective on e-commerce and e-business as
well. And because it is evident that electronic markets significantly transform the way value is being
created, there will be an even greater need for Electronic Markets in the future.
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Electronic Markets is a multidisciplinary journal whose audience includes:

Scientists/scholars from various disciplines with an interest in the relationships between advances in
information and communication technology, new forms of value creation, and social change

Policy and decision-makers in government, industry, and education

Managers and practitioners concerned with the effects of the electronic commerce revolution
on organizations and society.
An overview of the history of EM can be found in Editorial 25(1): 25 years of Electronic Markets.

THE HISTORY OF INTERNET

MARKETING
The early existence of internet marking started in the early 1990's when text-based and
simple websites were predominantly used in offering product or service information
around the world. The Bristol-Myers Squibb was the first company that officially
launched an online marketing campaign. A US-based drug company, the Bristol-Myers
Squibb launched the use of online marketing to basically develop the public awareness
in using a certain drug called "Excedrin". During the tax season in 1997, law and

marketing firms declared the Excedrin as a "Tax Headache" supplement from online
advertising websites. Bristol-Myers provided an online free sample of the drug to
American
internet
users.
According to Linda Himelstein of Business Week, the use of the World Wide Web in
promoting Excedrin resulted to series of good responses coming from Bristol-Myers.
Himelstein also wrote in her article that in just one or two days, the Brtistol-Myers
already estimated 30,000 added names in their online customer list. Standardized
technology industries such as Microsoft and IBM began to incorporate their internet
providers and several software programs in the Bristol-Myer's existing online marketing
campaigns. Both industries also began throwing away millions of dollars from online
marketing efforts to give way for the Bristol-Myer's campaign. Several websites such as
Yahoo is said to be one of the online-based firms that was able to quickly acquire high
amount of profit from online marketing. Yahoo successfully targeted the "never before
seen" type of messages from the online marketing industry. The highly trafficked
website generated the monitoring of hits every online advertisement acquires per day. In
2000, many online marketing firms were forced by Yahoo to tighten their online
advertising revenue. During the same year, Yahoo reported that the online marketing
firms' customer bases dwindled during the "Cooling Stage" of the US economy.
The expenses used for internet marketing in the US, Canada and other neighboring
countries totaled to 300 Billion Dollars in 1996. In 1994, the average online marketing
figure totaled to 175 Billion Dollars which were all spent for traditional advertising
campaigns in one year. The online marketing industry began to rise when the number of
internet users and home based businessmen or entrepreneurs continued to increase in
America during the mid-1990's. In the year 1997, the online advertising industry's
budget increased to $1 billion. Online marketing expertise and advertisement writer Bill
McRea wrote in his article that one of the most popular online marketing firms in
America and some European countries today is the "Houston Online Marketing".
According to McRea, the Houston online marketing has several advantages that
comprises well with affiliated online marketing firms in the US including several western
and European countries as well. The benefits of Houston online marketing provided by
McRea include the following:

Beginning of Email Marketing History: The

Birth of Email Marketing
While email began as a communications tool for academic and
business purposes, it soon became a tool for personal communications
among friends, relatives and even people who had never met in real
life! As people began to spend more and more time using email as
their primary communications tool, smart marketers realized that email

communications were the future of marketing communications and

began to make the shift into using email as a way to effectively
communicate with customers. Email Marketing, even in its earliest
days, presented a number of benefits over both postal marketing and
telesales as a form of direct-to-consumer or direct business-to-business
communications. We'll look at those benefits in detail in the next
section of this book, but today email marketing is a robust portion of
any complete marketing plan and has entire industries built around
helping businesses of all sizes effectively email market.
Comm100 Email Marketing would, of course, be an example of this.
Comm100 Email Marketing works to develop email marketing
software that streamline the sending of email to consumers or business
contacts with customized messages and complete tracking. In addition
to companies that focus primarily on developing email marketing
solutions, individuals have become email marketing experts as well.
Most mid-sized or larger companies employ at least one email
marketing specialist and may have as many as several employees who
focus on nothing but creating effective email marketing strategies and
campaigns.