The Internet is no longer new. Most firms use it as an indispensable communications tool. It is an established focus of advertising spending. It is the biggest growing channel for sales and investment in any marketplace. Internet start-ups have become established companies, and the big players from the real world have moved online. The once unexplored land has been colonized, and the rules of this new territory have started to become defined.

Since the first edition of Cybermarketing set out the core principles that would guide marketers as they went online, we have been learning from hundreds of companies as they started to market using the Internet. We believe that the experiments and successes of these early users have yielded important lessons. In this new edition, we have incorporated a vast amount of experience to set out what we believe is the established framework for success in the increasingly important virtual world.

The core of our vision of successful Internet marketing is the customer. While some firms have been led astray by technology and IT, the truly successful have used the net to apply the core concepts of traditional marketing ina new and powerful way. The paradox is clear. 'Customer focus' is traditional thinking, but its application on the net involves new and non-traditional thinking, but its application on the net involves new and non-traditional approaches. Combinding the best of the old and the newis the key to success on the internet. This book...