Contents

Chapter 1 Categories of Internet Marketing


During this course we are going to study four Internet marketing activities:

    Communicating : Firms use the communications services of the Net to promote or advertise their products and to establish relationships with consumers.

    Selling : Companies use the Internet as a direct marketing channel. Consumers now use the Net to search for products, order them, and follow up on their purchases.

    Providing Content : The Web site is the product for some information companies. Most of these companies generate revenue from advertising.

    Providing a Network Function : Networked computers provide services for individuals or other companies wishing to search, buy, or sell.


Click here to enter the self-test for this chapter. This self-test will open in a new window, please close that new window to return to this companion site.


Categories of Internet Marketing Assignment.

Group Web Project


Click here for the Interactive Journal Activity for this chapter.


The Reading Room presents articles selected from WSJ.com. While your subscription to the WSJ.com gives you access to the most recent articles, these articles are removed from public access after 30 days. The articles in the Reading Room are selected for their particular relevence to this course, and remain available to you for a longer period of time. Click here to proceed to the Reading Room.


Donna L. Hoffman, Thomas P. Novak, and Patrali Chatterjee (1995), "Commercial Scenarios for the Web."