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

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  Customer acquisition
  
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  Customer conversion
  
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  Customer retention
  
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  Customer value growth
  

The marketing inputs are:

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  Internet business models
  
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  Interactive channels
  
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    Websites, search, email, mobile (search added and wireless changed to mobile in 3^rd edition)
    
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  Social media channels (new to the 3^rd edition)
  
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    Social networks
    
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    Social platforms
    
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  Offline channels
  
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    Mass media, events, sponsorships, PR
    
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  Social and regulatory issues
  

The marketing actions are:

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  Advertising and promotion
  
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    Direct response
    
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    Brand development
    
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  Ecommerce
  
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  Customer service and support
  

Notice that ecommerce is treated as one of the actions (tools), not as a separate discipline. That helps to position the coverage for some students who see ecommerce as the chief issue, not as part of the Internet marketing mix.