Learning objectives

After reading this chapter, the reader should be able to:


 Identify the different elements of the Internet macro-environment

that impact on an organisation’s Internet marketing strategy and

execution


 Assess the impact of legal, moral and ethical constraints and

opportunities on an organisation and devise solutions to

accommodate them


 Evaluate the significance of other macro-factors such as economics,

taxation and legal constraints

Questions for marketers

Key questions for marketing managers related to this chapter are:


 Which factors affect the environment for online trading in a country?


 How do I make sure my online marketing is consistent with evolving

online culture and ethics?


 How do I assess new technological innovations?


 Which laws am I subject to when trading online?

Links to other chapters

Like the previous chapter, this one provides a foundation for later

chapters on Internet marketing strategy and implementation:

Chapter 4, Internet marketing strategy

Chapter 5, The Internet and the marketing mix

Chapter 6, Relationship marketing using the Internet

Chapter 7, Delivering the online customer experience

Chapter 8, Interactive marketing communications

3

Main topics

Social factors 99

Legal and ethical issues of
Internet usage 101

Technological factors 116

Economic factors 136

Political factors 139

Case study 3

Boo hoo – learning from the
largest European dot-com
failure 141

Chapter at a glance

The Internet

macro-environment