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This text provides comprehensive coverage of the field of Internet marketing that is timely and relevant. It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing issues. Above all, it works on the premise that the Internet---whether used as a medium of communication or as a channel of distribution---is only one component of the contemporary marketers arsenal. The key issue facing marketers today is how to best integrate this powerful new component into their strategies and media plans. That ongoing challenge represents the essential theme of this text. Key Feature Information Technology concepts, easy to grasp: Students must understand the basics of the underlying technology that supports Internet marketing. This text makes rather complex IT concepts understandable to the student who has only the required MIS basics. Internet marketing is presented throughout as a global phenomenon: The Internet is a world without walls. Global material and examples are used throughout the text integrated by subject matter.. Expanded coverage of branding on the Internet. Table of Contents Part I: The foundations of Internet Marketing 1. Internet Marketing enters the Mainstream 2. The Internet Value Chain 3. Business Models and Strategies 4. The Direct-Response and Database Foundations of Internet Marketing Part II: Internet Strategies and Programs 5. Understanding the Internet Consumer 6. Customer Acquisition: Brand Development and Online Advertising 7. Customer Acquisition: Search, Email and Other Marketing Tools 8. Customer Relationship Development and Management 9. Customer Relationship Development and Management Part III: Evaluating Performance and Opportunities 10. Developing and Maintaining Effective Web Sites 11. Measuring and Evaluating Web Marketing Programs 12. Social and Regulatory Issues: Consumer Data Privacy 13. Leveraging the Market Knowledge Asset 14. The Future: Wireless and Convergence