I 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 macroenvironment of an organisation can be assessed as part of situation analysis.
An introduction to Internet marketing p.3
V Introduction - how significant is the Internet for marketing?
V What is Internet marketing?
V What benefits does the Internet provide for the marketer?
V A strategic approach to Internet marketing
V How do Internet marketing communications differ from traditional marketing communications?
V A short introduction to Internet technology
The Internet micro-environment p.41
The Internet macro-environment p.97
V Social factors
V Legal and ethical issues of Internet usage
V Technological factors
V Economic factors
V Political factors
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