Includes bibliographical references and indexes.

CHAPTER 1 Introduction to Internet marketing The Internet and the marketing concept 6 Avoiding Internet marketing myopia 8 Internet marketing defined 10 E-marketing defined 10 E-marketing 11 E-commerce and e-business defined 15 E-business defined 17 Business or consumer model 19 What benefits does the Internet provide for the marketer? 21 A short introduction to Internet technology 28 How does the Internet work? 30 Web page standards 33 Text information and data -- XML (Extensible markup language) 34 Internet access software applications 39 From the Internet to intranets and extranets 40 How do Internet marketing communications differ from traditional marketing communications? 42 Conversion marketing 51CHAPTER 2 The Internet micro-environment Marketplace 51 Competitive forces 51 Examples of changes to the five forces 46 Commoditisation 47 From value chain to value network 54 Value chain 55 Restructuring the internal value chain 56 Value Networks 58 New channel structures 60 Countermediation 63 Location of trading in marketplace 63 Commercial arrangement for transactions 65 Business models in e-commerce 67 Revenue models 70 Organisational characteristics and capabilities 72 Customers 73 Assessing demand for e-commerce services 74 (1) Internet access 74 (2) Consumers influenced by using the online channel 80 (3) Purchased online 83 Online demand for business services 85 Suppliers 88 Competitors 88 Intermediaries 92 Types of portals 98 Exercises and questions 101 FURTHER READING 103 WEB LINKS 104CHAPTER 3 The Internet macro-environment Social and ethical factors 49 Social exclusion 49 Ethical issues of Internet usage 51 Privacy and trust 52 Technological factors 67 Alternative digital technologies 72 Mobile or wireless access devices 72 Interactive Digital Television 79 Security 88 Principles of secure systems 89 Approaches to developing secure systems 89 Symmetric encryption 90 Asymmetric encryption 91 Virtual Private Network 93 Current approaches to E-commerce secu

Internet Marketing will be invaluable for 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 invaluable for practitioners wishing to update their e-marketing skills. Internet Marketing is a comprehensive guide to how organisations can use the Internet to support their marketing activities and covers all aspects of Internet marketing - environment analysis, strategy development and implementation. Building on the successful and widely regarded first edition, this second edition of Internet Marketing has a completely revised structure and streamlined content, increasing the marketing orientation of the text by decreasing technical background about the Internet.