Where should your organization invest? Internet, Extranet or Intranet?

This book seeks to offer a strategic approach to the issues facing all organizations wanting to adopt Internet technology in order to generate measurable business solutions. Corporations have traditionally been left to determine how to approach this new technology without access to any strategic expertise.

In the past companies would tend to approach an Internet supplier, a marketing company or a consultancy firm. The Internet company would typically focus on the technological requirements and fail to see the business or marketing implications. A marketing company would often focus on the design and promotion but not provide innovative technical or strategic recommendations. Consultants might offer strong strategic recommendations but without the practical steps needed to fulfil these objectives. They often take a global view and investigate the business case for the investment, providing great insight into the marketplace and commercial strategy but neglecting the technological, marketing or practical needs of the project.

MarketingNet is one of the leading Internet Marketing organizations in the UK today. Working at a strategic level with a large number of blue chip organizations, all three authors are practitioners of both Internet consultancy and implementation. Directly out of this work combining the theoretical and practical elements of Internet development and marketing, we have evolved a strategic framework to enable organizations to conceptualize the match between the benefits of the technology and the needs of their business. The power of this methodology is that it is functionally independent and...