Marketers are making increasing use of interactive electronic technologies; the Internet and World Wide Web, interactive TV, electronic kiosks, etc. They are doing so to acheive a variety of goals: information provision, advertising and promotion, building customer profiles, direct and interactive communications, placing goods with customers through virtual stores, and working with customers to develop innovative new products and services. These activities present management with exciting new opportunities, reveal new sources of competition, and also demand a re-evaluation of core competencies. The impact of these challeneges on marketing practice is considered, with an emphasis on the application and integration of the new technologies within existing business frameworks. Topics include: integrating with conventional media (including established electronic media such as radio, TV and telecommunications), the customer service and fulfilment challenge, global connectivity, adaptive and accountable marketing planning, and specific implications for intermediaries and business-to-business marketers. A critical and questioning approach is expected of students taking this course.