INTERNET MARKETING & E-COMMERCE, continues where the previous edition left off: emphasizing rigor instead of hype, illustrating leading practices by leading companies, showing how extensive use of research results to support conclusions, and paying close attention to what is unique about online marketing. The new edition continues to show how the Internet is creating value for customers and profits for companies, and, most importantly, it shows how Internet Marketing fits into the rest of an organization's marketing strategy. Reflecting the lessons of the last few years, INTERNET MARKETING & E-COMMERCE looks at Internet marketing as from the view of large companies, small business, and online startups.

Part 1 Foundations
Chapter 1 Introduction
Chapter 2 A Digital World
Chapter 3 Networks
Chapter 4 Individuals Online

Part 2 Essential Skills
Chapter 5 Web Business Models
Chapter 6 Online Branding
Chapter 7 Usability, Credibility, and Persuasion
Chapter 8 Traffic Building
Chapter 9 Personalization
Chapter10 Creating Commitment
Chapter11 Innovation and the Net
Chapter12 Pricing in an Online World

Part 3 e-Commerce
Chapter13 Internet Retailing
Chapter14 Consumer Channels
Chapter15 B2B e-Commerce
Chapter16 Online Research
Chapter17 Organizing for Online Marketing