The structure and contents of this book

The book is divided into three parts, each covering a different aspect of how organisations use the Internet for marketing to help them achieve competitive advantage. Table 2 indicates how the book is related to established marketing topics.

Part 1 Internet marketing fundamentals (Chapters 1-3)

Part 1 relates the use of the Internet to traditional marketing theories and concepts, and questions the validity of existing models given the differences between the Internet and other media.


Part 3

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