INMA_A01.QXD

Preface xiii

Guided tour xxii

About the authors xxv

Acknowledgements xxvi

1 An introduction to Internet marketing 3

2 The Internet micro-environment 41

3 The Internet macro-environment 97

4 Internet marketing strategy 151

5 The Internet and the marketing mix 214

6 Relationship marketing using the Internet 256

7 Delivering the online customer experience 301

8 Interactive marketing communications 348

9 Maintaining and monitoring the online presence 415

10 Business-to-consumer Internet marketing 451

11 Business-to-business Internet marketing 484

Glossary 514

Index 534

v

Brief contents

Part 1 Internet marketing fundamentals

Part 2 Internet strategy development

Part 3 Internet marketing: implementation and practice

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