chapter  5
34 Pages


This chapter focuses on key elements of using the internet as a marketing tool (e-marketing). The chapter begins with an overview of internet marketing before going on to discuss the components of an e-marketing strategy including the e-marketing plan, the distinct characteristics of the e-marketing environment, demand and competitor analysis, objective setting and the e-marketing audit. This is followed by an outline of the marketing mix using the product, price, place and promotion model. The discussion then moves on to the issue of branding and the methods used to target customers or customer segments. The chapter also focuses discussion on some of the key issues relating to interactive television as a relatively new medium for marketing products and services and facilitating e-commerce. The chapter concludes by highlighting the advantages and problems associated with the application of customer relationship management systems for marketing purposes.