E-Commerce

Chapter 12: Fundamentals of Internet Marketing

Chapter Objectives



  • Explain what marketing means in e-commerce.

  • Understand marketing challenges faced by e-commerce businesses.

  • Learn the four Ps that make up the marketing mix.

  • Discover what customers generally want from their online shopping experience.

  • Find out how market research provides information about customers and their wants.

  • Explore the varied types of research conducted by e-commerce businesses.
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