INMA_A01.QXD

In Part 2 approaches for developing an Internet marketing strat-

egy are explored. These combine traditional approaches to

strategic marketing planning with specific Internet-related

issues that need to be considered by Internet marketers. In

Chapter 4 a strategy framework is described, Chapter 5 dis-

cusses the opportunities for varying the marketing mix online

and Chapter 6 reviews strategies for online customer relation-

ship management.

Internet marketing strategy p.151


An integrated Internet marketing strategy


A generic strategic approach


Situation review


Strategic goal setting


Strategy formulation


Strategy implementation

The Internet and the marketing mix p.214


Product


Price


Place


Promotion


People, process and physical evidence

Relationship marketing using the Internet p.256


Key concepts of relationship marketing


Key concepts of electronic customer relationship management

(e-CRM)


Customer lifecycle management


Approaches to implementing e-CRM

4

5

6

INTERNET STRATEGY

Part 2 DEVELOPMENT