Principles of Internet Marketing

Book excerpt: This textbook shows what makes the Internet new and different, which techniques work and which don't, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet marketing fits into the rest of an organization's marketing strategy. Methodologically, the book uses marketing frameworks, case studies, industry participant insights, hands-on exercises, and extensive online support to create a comprehensive approach to this fast-changing area. The goal is to build on a fundamental knowledge of consumer and competitive behaviour in order to have a lasting appreciation of where this technological revolution is heading. The first section of the book creates the basic foundation of Net marketing. The second section of the book investigates the key new themes of the Net marketer. These are quality improvement and customer support, personalization, generating traffic, building community, real-time pricing, and the creation of new channels.