Chapter 1 Internet Marketing As Part of the Marketing Communications Mix Learning Objectives




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Chapter 1

Internet Marketing As Part of the Marketing Communications Mix
Learning Objectives:
By the time students complete this chapter they should be able to:

  • Briefly describe how the Internet originated and what makes it unique as a communications and transactions medium.

  • Describe the implications of Web 2.0 and Web 3.0.

  • Discuss the business benefits of using Web 2.0.

  • Understand the generic marketing objectives that form the basis for Internet marketing strategies.

  • Discuss the Internet marketing channels that can be used for Internet communications and commerce.

  • Describe the basic technical infrastructure of the Internet including computing in the cloud.

  • Identify some of the sites where up-to-date Internet statistics can be found.

  • Explain the advantages of using the Internet for consumers and for businesses of all kinds.

  • Identify the strategic and economic drivers of the Internet.

  • Suggest some potential best practices in acquiring, communicating with, and retaining customers on the Internet.



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Chapter 1 Internet Marketing As Part of the Marketing Communications Mix Learning Objectives

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