Part I. E-Marketing in Context: 1. The big picture: the Google story; 2. Strategic E-marketing: the Amazon story; 3. The E-marketing plan: the Playboy story -- Part II. E-Marketing Environment: 4. Leveraging technology: the AutoTrader story; 5. Ethical and legal issues: software piracy -- Part III. E-Marketing Strategy: 6. Marketing knowledge: the Purina story; 7. Consumer behavior: the Hanover story; 8. Targeting market segments and communities: the MyKindaPlace story; 9. Differentiation and positioning strategies: the J. Peterman story -- Part IV. E-Marketing Management: 10. Product: the Classmates story; 11. Price: the AOL story; 12. The Internet for distribution: the Dell story; 13. E-marketing communication: the eDietShop story; 14. Customer relationship management: the Cisco story -- Part V. Global Perspective: 15. E-marketing in emerging economics: the EthioGifts story; 16. Country profiles from the six continents: the FIFA story.