The textbok introduces foundation concepts and applications, and provides many examples of real world Internet marketing successes and failures. New opening ease studies were written for each chapter in the Second Edition. The cases relate to the theme of the chapter and focus on how marketers deal with contemporary, real-world Internet marketing challenges. Short end-of-chapter cases were written for each chapter to highlight competitors of the company from the chapter's opening case. The competitive cases expand the focus from one company to the highly competitive environment facing Internet marketers. A new section called Take Action! was written for eacth chapter in the Second Edition. This feature challenges students to complete marketing tasks that can aid in the development of useful work skills. The tasks are developed around the premise that although students learn in different ways, active learning generally is more effective than passive learning.
Module 1 An Introduction to the Internet and the Environment of Internet Marketing
Module 2 Information for Competitive Marketing Advantage
Module 3 The Internet Marketing Mix
Module 4 Internet Marketing Action Plans