. concepts and practices will enable the reader to exploit the opportunities of marketing using the Internet while minimising risks. Internet Marketing Internet Marketing Strategy, Implementation and. introduction to Internet marketing 3 2 The Internet micro-environment 41 3 The Internet macro-environment 97 4 Internet marketing strategy 151 5 The Internet and the marketing mix 214 6 Relationship marketing. Business-to-business Internet marketing 484 Glossary 514 Index 534 v Brief contents Part 1 Internet marketing fundamentals Part 2 Internet strategy development Part 3 Internet marketing: implementation and practice INMA_A01.QXD