PREFACE
xvii
Figure 2Structure of the book
Part 1
INTRODUCTION
Part 2
STRATEGY
Part 3
IMPLEMENTATION
AND PRACTICE
Chapter 1
Introduction
to Internet
marketing
Chapter 3
Internet macro-
environment
Chapter 2
Internet micro-
environment
Chapter 4
Internet
marketing
strategy
Chapter 6
Relationship
marketing using
the Internet
Chapter 5
The Internet
and the
marketing mix
Chapter 7
Delivering the
online customer
experience
Chapter 9
Maintaining and
monitoring the
online presence
Chapter 8
Interactive
marketing
communications
Chapter 11
B2B
Internet
marketing
Chapter 10
B2C
Internet
marketing
INMA_A01.QXD 17/5/06 12:00 Page xvii