Internet Marketing

Paper Summary:

This paper examines the basic precepts of internet marketing suggesting that companies should use internet marketing in the same way as any other type of marketing and showing how it must also be treated on its own terms. The paper argues that it is useful to consider internet marketing as a part of the total marketing strategy for a given product and a given company.

Table of Contents
I. Introduction
II. Hypothetical Test Case: The National Furniture Company
III. It's Not Just Marketing, It's Management
IV. Selling the Internet Itself
V. References

From the Paper:

"It is hard to imagine any business today succeeding without at least some presence on the World Wide Web. But where to begin in the world of Internet marketing? The field seems so vast and so changeable that it is hard to know exactly where it is that one should begin. This paper examines some of the basic precepts of Internet marketing, suggesting the ways in which companies should treat Internet marketing as the same as any other type of marketing and the ways in which it must be treated on its own terms. However, while it is useful to analyze internet marketing as in some ways a distinct beast from other forms of marketing, in the real world it will probably be more useful to consider internet marketing as simply another part of the total marketing strategy for a given product and a given company. The following hypothetical case involving a hypothetical company demonstrates this point."

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