INMA_A01.QXD

Part 1 introduces Internet marketing in the context of the

marketing concept and evaluates linkages to related concepts

such 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 traditional

marketing communications?


A short introduction to Internet technology

The Internet micro-environment p.41


Marketplace


Customers


Online buyer behaviour


Competitors


Suppliers


Intermediaries

The Internet macro-environment p.97


Social factors


Legal and ethical issues of Internet usage


Technological factors


Economic factors


Political factors

1

2

3

INTERNET MARKETING

Part 1 FUNDAMENTALS