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.
    • Glencoe Online Learning CenterBusiness Administration HomeProduct InfoSite MapContact Us

    The McGraw-Hill CompaniesGlencoe

    Please read our Terms of Use and Privacy Notice before you explore our Web site. To report a technical problem with this Web site, please contact the Web Producer.