以因特网为介质的市场导向过程(IMO)

INO是一个以互联网为介质、信息丰富、无缝、快捷、跨边界的收集、传播和响应市场信息的过程。它给企业带来目标营销计划的有效执行、顾客服务的改善、营销成本的降低等方面的直接利益，进而间接地提高企业总体经营绩效。因此渴望通过卓越的营销活动提高经营绩效的企业应该执行INO过程。

Internet-mediated market orientation

An Internet-mediated market orientation (IMO) is the Internet-mediated, information rich, seamless, agile, and boundary spanning process of generating, disseminating, and responding to market information on the Internet. It can bring firms direct benefits (i.e., targeted marketing program, improved customer service, and reduced marketing cost) first and, in turn, lead to indirect outcome (i.e., business performance). Therefore, it is essential for firms wishing to enhance their business performance through distinctively superior marketing practices to implement IMO process.