Internet Strategy Development

In Part 2 approaches for developing an Internet marketing strategy are explored. These combine traditional approaches to strategic marketing planning with specific Internet-related issues that need to be considered by Internet marketers. In Chapter 4 a strategy framework is described, Chapter 5 discusses the opportunities for varying the marketing mix online and Chapter 6 reviews strategies for online customer relationship management.

Internet marketing strategy p.151

V An integrated Internet marketing strategy

V A generic strategic approach

V Situation review

V Strategic goal setting

V Strategy formulation

V Strategy implementation

The Internet and the marketing mix p.214

V Product

V Price

V Place

V Promotion

V People, process and physical evidence

Relationship marketing using the Internet p.256

V Key concepts of relationship marketing

V Key concepts of electronic customer relationship management (e-CRM)

V Customer lifecycle management

V Approaches to implementing e-CRM

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