In an increasingly global environment, the development and implementation of strategies for marketing products and services through new channels and media are among the most important tasks of marketing. Especially in the field of online marketing, a long-term competitive advantage can be achieved through planned and conceptual actions. However, unlike traditional marketing approaches, new paths must be explored here that continuously replace the push approach with pull strategies. Thomas Bogner places online marketing within the context of strategic management and outlines goals and strategies in his online marketing concept. He delves into the online marketing mix in detail, explicitly addressing pricing, product, communication, and distribution policies. Finally, he provides an overview of the available opportunities.