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