Essay and discussion questions

1 Discuss the frequency with which an Internet marketing strategy should be updated for a company to remain competitive.

2 'Setting long-term strategic objectives for a web site is unrealistic since the rate of change in the marketplace is so rapid.' Discuss.

3 Explain the essential elements of an Internet marketing strategy.

4 Summarise the role of strategy tools and models in formulating a company's strategic approach to the Internet.

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