INMA_A01.QXD

PREFACE

xvii

Figure 2Structure of the book

Part 1

INTRODUCTION

Part 2

STRATEGY

Part 3

IMPLEMENTATION

AND PRACTICE

Chapter 1

Introduction

to Internet

marketing

Chapter 3

Internet macro-

environment

Chapter 2

Internet micro-

environment

Chapter 4

Internet

marketing

strategy

Chapter 6

Relationship

marketing using

the Internet

Chapter 5

The Internet

and the

marketing mix

Chapter 7

Delivering the

online customer

experience

Chapter 9

Maintaining and

monitoring the

online presence

Chapter 8

Interactive

marketing

communications

Chapter 11

B2B

Internet

marketing

Chapter 10

B2C

Internet

marketing

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