This paper offers a detailed background on the
internet and internet
marketing. It looks at how internet marketing is gaining in popularity with companies and how at the same time that it appears to be losing much of its popularity with consumers. It discusses what should be done about this and what the factors are that surround it, both on the business and
consumer level. In conclusion it offers ideas to use the internet as an effective marketing tool in firms in order for them to gain a
competitive advantage. Outline Chapter 1: Introduction 1.1 Introduction 1.2 Statement of the Problem 1.3 Purpose of the Study 1.4 Importance of the Study 1.5 Scope of the Study 1.6 Rationale for the Study 1.7 Overview of the Study Chapter 2: Review of Related Literature - Effective Internet Marketing and the creation of a Competitive Advantage 2.1 Introduction 2.2 McCarthy's Four Marketing Mix Model 2.3 Porter's Five Competitive Forces Model 2.4 Impact of the Internet on Marketing Mix and Competitive Forces 2.5 Strategies to be used by Internet marketing firms to create a Competitive Advantage 2.5.1 Product Strategy 2.5.2 Pricing Strategy 2.5.3 Promotion Strategy 2.5.4. Place Strategy 2.6 Choice of E-Business Strategies 2.7 Conclusion Chapter 3: Methodology 3.1 Research Design and Approach 3.2 Population and Sample 3.3. Collection and Tabulation of Data 3.4 Data Analysis Procedure 3.5 Limitations of the Study Chapter 4: Data Analysis Chapter 5: Summary, Conclusions, and Recommendations