Chapter 2  Principles of Internet 
          Marketing
  • Internet Marketing Defined
   –The process of matching the products and 
    services to the needs and wants of the 
    consumers through communications online
   –Sometimes referred to as emarketing 
    (electronic marketing)
   –In the context of my book, it is exclusively 
    referred to the use of the Internet for 
    marketing communications.
   Chapter 2  Principles of Internet 
          Marketing
  • Principle one: Integration
   –The value of the knowledge of the traditional 
    marketing
   –The applicability of 8Ps in Internet Marketing
   –The concept of marketing mix
   –Internet marketing has become an integral 
    part of business operation
   Chapter 2  Principles of Internet 
          Marketing
  • Principle two: Market Segmentation
   –Internet marketing is about market 
    segmentation
   –Market segmentation in the Internet is about 
    virtual community marketing
   –Internet is the ideal communication channel 
    for marketing segmentation
   Chapter 2  Principles of Internet 
          Marketing
  • Principle three: Customization
   –Internet makes it much easier to customize 
    marketing communication
   –There is a great need for customization in the 
    age of the Internet
   –Customization is based on the understanding 
    of the customers.
   Chapter 2  Principles of Internet 
          Marketing
  • Principle four: Timeless
   –The 24/7 phenomenon 
   –The 24/7 open door customer service
   –The timing of delivery of marketing 
    communication messages