The Internet is the first exciting, significant marketing tool emerge in many years. New opportunities create lots of questions, however. How much commitment should marketers make to Internet programs? Is our market online? Inthis book, we attempt to anwer these and many other questions-some developing even as we wrote the texi!
- We explain Internet marketing not as a list of ideas and techniques, but as part of a larger set of concepts and theories in the marketing discipline.
- the Web site that accompanies this text (www.prenhall.com/frost) is an important part of the work.
Designed as an intructor's manual, it contains important information updates to for student application of the concepts
As teachers, we present Internet Marketing in a format that we believe to enchance learning. We organize chapters to parall principles of marketing texts and provide learning tools such as chapter objectives, summaries , and exercises. We have used this format succesfully for three years in our Marketing in Cyberspace classes, and we hope it will work for you,too.
Part 1. Online Marketing Prelude
Part 2. Internet Marketing Strategies
Part 3. The Internet Marketing Plan