Chapter 1: Introducing Internet Marketing

• 
  Corporate image communication
  
• 
  Enhance brand
  
• 
  More rapid, more responsive marketing communications including PR
  
• 
  Improved customer service
  
• 
  Learning for the future
  
• 
  Meeting customer expectations
  
• 
  Identify new partners, support existing partners
  
• 
  Better management of marketing information and customer information
  
• 
  Feedback from customers on products
  

The Balanced Scorecard Framework for a transactional e-commerce site

1. 
   Market & product development strategy
   
2. 
   Business & Revenue model strategy
   
3. 
   Target Market Strategy
   
4. 
   Differentiation & positioning strategy
   
5. 
   Multichannel distribution strategy.
   
6. 
   Multichannel communications strategy.
   
7. 
   Online communication mix & budget.
   
8. 
   Organizational capabilities.