Incluye referencias bibliográficas e índice CONTENIDO: Internet marketing fundamental. Introducing Internet marketing -- The Internet micro-environment -- The Internet macro-environment -- Internet strategy development -- Internet marketing strategy -- The Internet and the marketing mix -- Relationship marketing using the Internet -- Internet marketing: implementation and practice. Delivering the online customer experience -- Campaign planning for digital media -- Marketing communications using digital media channels -- Evaluation and improvement of digital channel performance -- Business-to-consumer Internet marketing -- Business-to-business Internet marketing.
