In the twenty-first century, issues that face marketers as they struggle to shape up to challenges include:

Pan company marketing - for many of the roles we shall discuss it is increasingly necessary for marketers at all levels to engage all internal shareholders, to “buy-in” to activity, and recognise there is a marketing element in all departments’ roles,

Measurement metrics - how marketers should track and measure performance

E-commerce - understanding the language of the IT team to develop Websites and e-CRM

Knowledge management - what to, and how, to store information, who has access

Integrated Supply Chain Management - the Web marketer

Customer Relationship Management the web marketer

Multi-channel activity in the connected economy message and media selection.

The popularity of Google grew out of the fact that they developed an entirely new approach to search. Before Google, it was essential to locate any site whose content was related or contained a given search term. To this end, search engine builders constructed indexes of Web pages and often simply stored the respective URLs. As an answer to a query, a user would get back a list of URLs which he or she then had to work through. Google cofounder Larry Page came up with the idea that not all search results could be equally relevant to a given query, but unlike the information broker, who can exploit his or her expertise on a particular fi eld, an automated search engine needs additional ways to evaluate results. What Page suggested was to rank search results, and he developed a particular algorithm for doing so; the result of that algorithm applied to a given page is the PageRank, named after the inventor.

Since its inception in the early 1990s, the Web has revolutionized our lives and world more than many other technological developments in recent history. In this fi rst chapter, we tour the history of the Web, during which we will identify three major streams of development and impact

Your corporate website is a complex beast, subject to the whims of management, marketing, your own design tastes, and customer feedback. When building or redesigning your site, it is critical to keep the company’s primary objectives in the forefront of design activity, and let the form follow the function.

No matter how the corporate website is built, the company will need to procure hosting services. Some companies have their own data centers, which might or might not include a web server. For small companies, hosting is best acquired through a third party.