Chapter Perspective Students need to understand the evolution of the Internet, which should better prepare them for the fact that the Internet continues to change and will do so for the foreseeable future. Beyond that brief history the first chapter sets the stage for what is going to be covered in the remainder of the text. It does so from the perspective that Internet marketing is no longer just a mainstream communications and transactions medium, it is now an accepted part of the integrated marketing communications mix. In fact, multichannel marketing is so prevalent that there are few single channel marketers. Internet marketing is now a significant and growing part of the marketing activities and budgets of traditional B2C, B2B, nonprofit and governmental marketers. Examples from each marketspace are used throughout the text. Examples from around the globe are woven seamlessly into the text to reinforce the perspective of the Internet as a truly global medium.
Students have a tendency to believe they know about the Internet—after all, they use it every day. Most of them actually know very little about how Internet business works, especially about marketing on the web. This is particularly true of students with a technical background who correctly believe this class may provide an added dimension to their training. They are able to add technical detail to many discussions, but it may be hard to get them to take a customer-oriented perspective.
Students should also recognize Internet marketing as a significant career opportunity. The number of positions continues to grow. There are numerous jobs at the entry level and marketers with five years or more of experience are scarce and highly sought after. The introduction has a description of the Internet Career Builder Exercise that begins generically in Chapter 1 and really gets started in Chapter 4.