Internet Marketing
Chapter 1 p. 1
CHAPTER 1
An introduction to Internet marketing
The Internet and the marketing concept..................................................................................... 4 Internet marketing defined ......................................................................................................... 8 What benefits does the Internet provide for the marketer? ...................................................... 20 A short introduction to Internet technology ............................................................................. 27 How do Internet marketing communications differ from traditional marketing communications? ..................................................................................................................... 41
Chapter 1
Chapter 1
Chapter at a glance
Main topics
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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?
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Chapter 1 p. 2
Case studies
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Case study 1.1 Hamleys reaches new customers using the Internet
Case study 2.2 RS Components
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Learning objectives After reading this chapter, the reader should be able to:
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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.
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Key questions for marketers Key questions for marketing managers addressed in this chapter are:
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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
CHAPTER 1
An introduction to Internet marketing
The Internet and the marketing concept..................................................................................... 4 Internet marketing defined ......................................................................................................... 8 What benefits does the Internet provide for the marketer? ...................................................... 20 A short introduction to Internet technology ............................................................................. 27 How do Internet marketing communications differ from traditional marketing communications? ..................................................................................................................... 41
Chapter 1
Chapter 1
Chapter at a glance
Main topics
I
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?
I
I
I
I
Chapter 1 p. 2
Case studies
I
Case study 1.1 Hamleys reaches new customers using the Internet
Case study 2.2 RS Components
I
Learning objectives After reading this chapter, the reader should be able to:
I
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.
I
I
I
Key questions for marketers Key questions for marketing managers addressed in this chapter are:
I
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
References: General sources on marketing and Internet marketing Biz/ed Internet Catalogue (http://catalogue.bized.ac.uk/roads/market.html) has some online marketing resources, particularly in the sections on Marketing Channels and Marketing Resources. Marketing Online (www.marketing-online.co.uk) is a source for links to web sites concerned with Internet marketing strategy, implementation and practice. Updated by Dave Chaffey. eLab (http://ecommerce.vanderbilt.edu or www.eLabWeb.com) was founded in 1994 as Project 2000 by Tom Novak and Donna Hoffman at School of Management, Vanderbilt University, to study marketing implications of the Internet. Useful links/papers. University of Strathclyde, Department of Marketing, Marketing Resource Gateway (MRG) www.marketing.strath.ac.uk/dcd/. A comprehensive directory of marketing-related links. Chapter 1 p. 60 Market reports on electronic commerce (see also further references in Chapter 2) CyberAtlas (www.cyberatlas.com) gives Internet statistics including demographics; updated monthly. E-consultancy (www.e-consultancy.co.uk) A good compilation of reports and white papers about new media. Nua Internet Surveys (www.nua.ie/surveys) is the definitive source of news on Internet developments, and reports on company and consumer adoption of Internet and characteristics in Europe and worldwide. Print media New Media Age (www.newmediazero.com/nma). A weekly magazine reporting on the UK new media interest. Content now available online. New Television Strategies (www.newmediazero.com/ntvs). Sister publication to New Media Age. Revolution magazine (www.revolutionmagazine.com). A weekly magazine available for both UK and US on new media including Internet marketing.