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, digital

marketing, e-commerce and e-business

 Identify the key differences between Internet marketing and

traditional marketing

 Assess how the Internet can be used in different marketing

functions

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-commerce

and e-business?

 What are the key benefits of Internet marketing?

 What differences does the Internet introduce in relation to existing

marketing communications models?

Links to other chapters

This chapter provides an introduction to Internet marketing, and the

concepts introduced are covered in more detail later in the book, as

follows:


Chapters 2 and 3 explain how situation analysis for Internet

marketing planning can be conducted


Chapters 4, 5 and 6 in Part 2 describe how Internet marketing

strategy 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 significant
is the Internet for marketing?
4

What is Internet marketing? 8

What benefits does the Internet
provide for the marketer? 14

A strategic approach to
Internet marketing 18

How do Internet marketing
communications differ from
traditional marketing
communications? 20

A short introduction to Internet
technology 26

Case study 1

marketplace Case Study 1 eBay thrives in the global

marketplace 33

Chapter at a glance

An introduction to

Internet marketing