>■ Legal and ethical issues of Internet usage 101
>■ Technological factors 116
>■ Economic factors 136
> Political factors 139
After reading this chapter, the reader should be able to:
• Identify the different elements of the Internet macro-environment that impact on an organisation's Internet marketing strategy and execution
• Assess the impact of legal, moral and ethical constraints and opportunities on an organisation and devise solutions to accommodate them
• Evaluate the significance of other macro-factors such as economics, taxation and legal constraints
Case study 3
Boo hoo - learning from the largest European dot-com failure 141
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Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.