Chapter 1. Revisiting Marketing Fundamentals

Before you do web marketing, you have to know traditional marketing because when it comes right down to it, web marketing is just traditional marketing done online. Or is it?

Back to Basics: What Is Marketing?

It’s important to know what you’re doing before you go out and do it. So let’s take a few moments and examine just what this thing called “marketing” really is. (Yeah, I know that all you marketing majors learned this back in business school, but not everyone reading this book went to b-school—and even those of us who did don’t always remember things properly—so bear with me.)

The American Marketing Association (AMA) is as good a source as any to define the term “marketing,” which it does as ...

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