INMA_A01.QXD

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Guided tour

Learning objectives

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


Evaluate the relevance of the Internet to the customer-centric,multi-channel marketing concept


Distinguish between Internet marketing, e-marketing, digitalmarketing, e-commerce and e-business


Identify the key differences between Internet marketing andtraditional marketing


Assess how the Internet can be used in different marketingfunctions

Questions for marketers

Key questions for marketing managers related to this chapter are:
How significant is the Internet as a marketing tool?


How does Internet marketing relate to e-marketing, e-commerceand e-business?


What are the key benefits of Internet marketing?


What differences does the Internet introduce in relation to existingmarketing communications models?

Links to other chapters

This chapter provides an introduction to Internet marketing, and theconcepts introduced are covered in more detail later in the book, as

follows:

Chapters 2 and 3 explain how situation analysis for Internetmarketing planning can be conducted

Chapters 4, 5 and 6 in Part 2 describe how Internet marketingstrategy can be developed

Chapters 7, 8 and 9 in Part 3 describe strategy implementation

Chapters 10 and 11 in Part 3 describe B2C and B2B applications

1

Main topics

Introduction – how significantis the Internet for marketing?

4

What is Internet marketing? 8

What benefits does the Internetprovide for the marketer? 14

A strategic approach toInternet marketing 18

How do Internet marketingcommunications differ from

traditional marketing communications? 20

A short introduction to Internettechnology 26

Case study 1

eBay thrives in the globalmarketplace 33

Chapter at a glance

An introduction to

Internet marketing

Part openerssummarise

the main themes with brief

chapter contents.

Chapter openershelp you

structure your reading.

Learning objectives

enable you to focus on

what you can gain from

reading the chapter.

Questions for marketers

will stimulate further

reading and thought.

Links to other chapters

help you to integrate your

reading.

The chapter’s

main topics

are listed for

quick and easy

reference.

Part 1 introduces Internet marketing in the context of the

marketing concept and evaluates linkages to related conceptssuch as e-marketing, e-commerce and e-business. Chapters 2

and 3 provide a foundation for Internet marketing strategy

development by reviewing how the online micro- and macro-environment of an organisation can be assessed as part of

situation analysis.

An introduction to Internet marketing p.3

Introduction – how significant is the Internet for marketing?What is Internet marketing?

What benefits does the Internet provide for the marketer? A strategic approach to Internet marketing

How do Internet marketing communications differ from traditionalmarketing communications?

A short introduction to Internet technology

The Internet micro-environment Marketplace p.41

CustomersOnline buyer behaviour

Competitors Suppliers

Intermediaries

The Internet macro-environment p.97

Social factorsLegal and ethical issues of Internet usage

Technological FactorsEconomic factors

Political factors

1

2

3

INTERNET MARKETING

Part 1 FUNDAMENTALS

INMA_A01.QXD 17/5/06 12:00 Page xxii