• The Internet Marketing Environment: Macro Elements
  • Micro Elements
  • Chapter 2: The Internet micro-environment




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    Chapter 2: The Internet micro-environment

    Situation Analysis
    Questions for Marketers

    • How do I complete a situation analysis as part of planning for digital marketing?

    • How are the competitive forces and value chain changed by the Internet?

    • How do I assess the demand for Internet services and customer behavior?

    • How do I compare our online marketing with that of competitors?

    • What is the relevance of the new intermediaries?



    The Internet Marketing Environment:
    Macro Elements:


    Micro Elements:

    • Suppliers

    • Competitors

    • Intermediaries

    • Customers





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    Chapter 2: The Internet micro-environment

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