Who is this book for?

This book has been written to help marketing professionals understand and use the Internet. It covers everything from market research to delivering goods sold over the net. It is a practical book, and is aimed at two groups.

• If you are new to the net, and have never written a website, set up an e-commerce facility or had to work out how the Internet fits in to your wider marketing strategy, this book will explain from first principles what you can do, and how you do it.

• If you do have some Internet experience, but feel you are not seeing the full benefits, this book will provide you with a set of powerful concepts which will help you improve your Internet results. We provide a series of models that explain, for example, how to analyse your market, prepare a marketing mix that works online and make judgments about online selling that will allow you to improve the results you get from the net.

We have also designed this book to help experienced marketers and non-marketing professionals alike. Whenever we introduce a core marketing concept (like segmentation , preparing a marketing mix , or developing a marketing information system ) we explain from first principles what these ideas mean, why they are so powerful, and how they can be used. Readers new to marketing as well as seasoned professionals will be able to follow the advice and guidance we have developed. You do not need to understand the jargon...