ABSTRACT

A detailed model to guide the planning process has been developed by McDonald (1999) and it is illustrated in an Internet context by Chaston (2001: 12), as shown in Figure 4.1.

The traditional emphasis upon marketing planning should not be forgotten when it comes to developing Internet marketing strategies, although, as will be discussed below, adaptations may be required. Planning issues will be discussed in more detail in Chapter 10, which draws together all the topics covered in the book through the development of an Internet marketing plan. A proactive planning-based approach involves defining goals, assessing the operating environment, reviewing alternatives and then selecting the best approach, based upon effective matching of skills and resources with identified market opportunities. By setting realistic goals and assessing whether they have been achieved, a firm can evaluate the contribution its online marketing is making, and then use this information to guide the choice of future strategy and its implementation.