Table of Content
Part I: Internet marketing fundamentals
Introduction to Internet marketing
The Internet micro-environment
The Internet macro-environment
Part II: Internet strategy development
Internet marketing strategy
The Internet marketing mix
Relationship marketing using the Internet
Part III: Internet marketing: implementation and practice
Delivering online service quality
Interactive marketing communications
NEW NAME! Improving E-Marketing Performance
Business-to-Consumer Internet marketing
Business-to-Business Internet Marketing

Internet Marketing is a comprehensive guide to how organisations can use the Internet to support their marketing activities and covers all aspects of the subject, from environmental analysis to strategy development and implementation.



Now in its third edition, Internet Marketing is an invaluable resource for all students studying e-marketing, e-commerce or Internet marketing at second, third or postgraduate level, as well as specialist courses involving Internet marketing. It should also prove particularly useful for practitioners wishing to update their e-marketing skills.

Salient Features
Comprehensive coverage of all the major aspects of marketing on the internet., including internet marketing communcations, relationship marketing on the internet, and online service quality
Greater focus on strategy and development, with a revised chapter on Improving E-Marketing Performance.