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




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The Internet Marketing Paradigm
This is an attempt to present the core content of the text in visual form. Like all such attempts it probably falls somewhat short, but it does help students get the overall picture.
The objectives are:

The marketing inputs are:




  • Internet business models

  • Interactive channels

    • Websites, search, email, mobile (search added and wireless changed to mobile in 3rd edition)

  • Social media channels (new to the 3rd edition)

  • Offline channels

    • Mass media, events, sponsorships, PR

  • Social and regulatory issues

The marketing actions are:



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.




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

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