Chapter 4: Internet Marketing Strategy

"The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it."

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  What is strategy?
  
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    "Defines how we will meet our objectives"
    
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    "Sets allocation of resources to meet goals"
    
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    "Selects preferred strategic options to compete within a market"
    
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    "Provides a long-term plan for the development of the organization"
    

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  E-marketing strategy is a channel strategy
  
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  Objectives for online contribution %
  
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    Sales, service, profitability should drive our strategy
    
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  E-marketing strategy defines how we should:
  
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