This text provides comprehensive coverage of the field of Internet marketing that is timely and relevant‎.‎ It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing issues‎.‎ Above all‎,‎ it works on the premise that the Internet‎-whether used as a medium of communication or as a channel of distribution‎-is only one component of the contemporary marketer‎'‎s arsenal‎.‎ The key issue facing marketers today is how to best integrate this powerful new component into their strategies and media plans‎.‎ That ongoing challenge represents the essential theme of this text‎.‎