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  Marketing  defined 

 We need to return to an original definition of the topic to more fully understand what 

digital marketing involves. The definition of marketing by the UK’s Chartered Institute of 

Marketing is: 

  Marketing is the management process responsible for identifying, anticipating and satisfy-

ing customer requirements profitably.  

 This definition emphasises the focus of marketing on the customer, while at the same time 

implying a need to link to other business operations to achieve this profitability. In this chap-

ter, and in  Chapter   9   , we will focus on how the Internet can be used to achieve the processes 

implied by this statement: 

   

● 

   Identifying  – how can the Internet be used for marketing research to fi nd out customers’ 

needs and wants?  

  What is digital marketing? 

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