INMA_A01.QXD

CHAPTER 1· AN INTRODUCTION TO INTERNET MARKETING

upload data about particular services such as training courses in a standardised format

based on XML. New classes of content can also be defined;

Rapid application development using interactive technology approaches known as

‘Ajax’ (Asynchronous JavaScript and XML). The best-known Ajax implementation is

Google Maps which is responsive since it does not require refreshes to display maps.

From the Internet to intranets and extranets

‘Intranet’ and ‘extranet’ are two terms that arose in the 1990s to describe applications of

Internet technology with specific audiences rather than anyone with access to the

Internet. Access to an intranetis limited by username and password to company staff,

while an extranetcan only be accessed by authorised third parties such as registered

customers, suppliers and distributors. This relationship between the Internet, intranets

and extranets is indicated by Figure 1.16. It can be seen that an intranet is effectively a

private-company Internet with access available to staff only. An extranet permits access

to trusted third parties, and the Internet provides global access.

Extranets provide exciting opportunities to communicate with major customers since

tailored information such as special promotions, electronic catalogues and order histo-

ries can be provided on a web page personalised for each customer. As well as using the

Internet to communicate with customers, companies find that internal use of an

intranet or use of an extranet facilitates communication and control between staff, sup-

pliers and distributors. Second, the Internet, intranet and extranet can be applied at

different levels of management within a company. Table 1.4 illustrates potential market-

ing applications of both Internet and intranet for supporting marketing at different

levels of managerial decision making. Vlosky et al. (2000) examine in more detail how

extranets impact business practices and relationships.

Intranet
A network within a
single company that
enables access to
company information
using the familiar tools
of the Internet such as
email and web
browsers. Only staff
within the company can
access the intranet,
which will be
password-protected.

Extranet
Formed by extending
the intranet beyond a
company to customers,
suppliers,
collaborators or even
competitors. This is
again password-
protected to prevent
access by general
Internet users.

Figure 1.16The relationship between access to intranets, extranets and the Internet

Internet

Marketing

Extranet

Marketing / purchasing

Intranet

IT Dept

Intranet

Company

only

The

world

Suppliers,

customers,

collaborators

Suppliers,

customers,

collaborators

The

world

Extranet

The Internet