INTERNET MARKETING, 3RD EDITION provides comprehensive coverage of the
rapidly changing field of Internet marketing that is timely and
relevant. It relies on extant marketing theory where appropriate and
introduces many conceptual frameworks to structure student understanding
of Internet marketing issues. Above all, it works on the premise that
the Internet--whether used as a medium of communication or as a channel
of distribution--is only one component of the contemporary marketer's
arsenal. The key issue facing marketers today is how to best integrate
this powerful new component, continuing developments in Internet
marketing into their strategies and media plans. That ongoing challenge
represents the essential theme of this text.