Summary

Textbook discussing internet marketing techniques. Aims to build on existing marketing knowledge and present a holistic overview of the benefits of the internet in an organisation's overall marketing strategy. Chapters include 'The Technological Revolution', 'Consumer Behaviour', 'Unique Features of Internet-based Marketing' and 'Future Directions'. Two-colour design. Each chapter presents a summary, review questions and references. Includes academic references, appendix of useful websites, glossary and index.