本書屬於一本實務導向使用型的書, 除了基本網路技術及知識外,尚加上策略, 消費者行為, 廣告等相關行銷的題材.除了本書外, 尚有一連接的網站, 提供相關的資料
Part I: Introduction to Marketing on the Internet
1. Categories of Internet Marketing
2. What Exactly Is the Internet?
3. Web Browser Software
Part II: Communicating with Consumers Online
4. Using the Internet to Communicate
5. How to Create a Web Page
6. Web Communications Strategy
7. Human Information Processing of Web Sites
8. What a Web Site Should Look Like
9. Web Site Copy
10.Advertising Banners
Part III: Computer-Mediated Selling
11.Shopping on the Internet
12.Business-to-Business Internet Marketing
13.Online Selling Strategies
14.The Mechanics of Electronic Commerce
Part IV: Providing Web Content
15.The Content Site Visitor
16.Strategies for Providing Content
17.Legal and Ethical Issues
18.Web Log Data
Part V: New Functions New Businesses
19.The Digital Future
Glossary
Index