Internet marketing, also referred to as online marketing or Emarketing, is marketing that uses the Internet. The Internet has brought many unique benefits to marketing including low costs in distributing information and media to a global audience.

A pharmaceutical company based in a West Africa country has asked you to write a proposal for their internet/web strategy. The company specialises in making drugs from plant extracts. Their distribution network is composed of wholesalers in about 5 West African countries. To date this network is functioning very well. Their suppliers are based outside Africa.

You have just joined a Bank as an investment analyst. One of your first tasks is to explain the difference, if any, between e-commerce and e-business. Your senior manageress is particularly concerned that many of the Bank’s clients are not clear about this distinction. She is worried that they may be developing the wrong business model as a result of this.

The first time I wrote some of these cases was in 2002. Much has changed since. Some concepts have not become what they were supposed to; new concepts have been born; and we still have a lot to learn.

Some of the cases are the same but with new concepts and issues added, while others are entirely new. What remains the same is my focus on our African environment.