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Chapter Objectives
Multiple Choice Quiz
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Internet Exercises

Jacket
Foundations of Marketing
David Jobber, University of Bradford
John Fahy, University of Limerick
Online Marketing

Chapter Objectives

This chapter covers:
1. The different roles of the Internet in the marketing mix
2. The organisational competences necessary for online success
3. How to achieve a competitive advantage online
4. How to design an e-commerce marketing mix
5. How it is necessary to apply the fundamental rules of marketing to the world of online marketing.








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