Structured by the authors' own 4P's online planning model of Positioning, Permission, Partnership and Performance, traditional marketing concepts such as the ma... » 

Structured by the authors' own 4P's online planning model of Positioning, Permission, Partnership and Performance, traditional marketing concepts such as the marketing mix and buyer behaviour are considered in an integrated fashion as online marketing evolves. By using familiar marketing theory, students' understanding is aided, as new concepts are grounded on existing knowledge. Focuses in an engaging way on up-to-date and modern operational aspects such as blogging. Rather than bolting these new facets to the end of the text, they are covered in detail from initial descriptions to their use as marketing tools. This approach results in a more integrated text that will be of use when students enter the workplace. «