Learning objectives

Main topics

>■ 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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