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Learning objectives - Chapter 9

By reading this chapter you will learn:

 The context in which e-marketing operates
 The relative advantages and disadvantages of using different interactive tools
 The impact of information and communication technologies (ICTs) upon the business-toconsumer
(B2C) and business-to-business (B2B) marketing mixes
 The qualities of an effective webpage
 The most appropriate business model for a traditional retailer wishing to go online.