Learning objectives

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

 Relate Internet marketing strategy to marketing and business

strategy

 Identify opportunities and threats arising from the Internet

 Evaluate alternative strategic approaches to the Internet

Questions for marketers

Key questions for marketing managers related to this chapter are:

 What approaches can be used to develop Internet marketing

strategy?

 How does Internet marketing strategy relate to other strategy

development?

 What are the key strategic options for Internet marketing?

Links to other chapters

This chapter is related to other chapters as follows:


It builds on the evaluation of the Internet environment from

Chapters 2 and 3


Chapter 5 describes the potential for varying different elements of

the marketing mix as part of Internet marketing strategy


Chapter 6 describes customer relationship management strategies

4

Main topics

An integrated Internet
marketing strategy 154

A generic strategic approach
157

Situation review 160

Strategic goal setting 168

Strategy formulation 174

Strategy implementation 204

Case study 4

Tesco.com uses the Internet to
support its diversification
strategy 207

Chapter at a glance

Internet marketing

strategy