tailieunhanh - An introduction to Internet marketingThe Internet and the marketing

Tham khảo sách 'an introduction to internet marketingthe internet and the marketing', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Chapter 1 p. 1 CHAPTER 1 An introduction to Internet marketing The Internet and the marketing Internet marketing What benefits does the Internet provide for the marketer .20 A short introduction to Internet How do Internet marketing communications differ from traditional marketing communications .41 Chapter 1 Chapter 1 Chapter at a glance Main topics The Internet and the marketing concept Internet marketing defined What business benefits can the Internet provide A short introduction to Internet technology How do Internet marketing communications differ from traditional marketing communications Chapter 1 p. 2 Case studies Case study Hamleys reaches new customers using the Internet Case study RS Components Learning objectives After reading this chapter the reader should be able to evaluate the relevance of the Internet to the modern marketing concept distinguish between Internet marketing e-marketing e-commerce and e-business identify the key differences between Internet marketing and traditional marketing assess how the Internet can be used in different marketing functions. Key questions for marketers Key questions for marketing managers addressed in this chapter are How significant is the Internet as a marketing tool How does Internet marketing relate to e-marketing e-commerce and e-business What are the key benefits of Internet marketing What differences does the Internet introduce in relation to existing marketing communications models Links to other chapters This chapter provides an introduction to Internet marketing and the concepts introduced are covered in more detail later in the book as follows c Chapters 2 and 3 explain how environment analysis for Internet marketing can be conducted. c Chapters 4 5 and 6 in Part 2 describe how the strategy can be developed. c Chapters 7 8 and 9 in Part 3 describe strategy implementation. c Chapters 10 and 11 in Part 3 describe B2C and B2B applications Chapter 1 p. 3 INTRODUCTION .