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