Network marketing

Author: Jiang Xuping
Publisher:
Publish Date: 2003-08-01
Features: This book is a textbook on the application of network and e-commerce technologies in corporate external operations and marketing activities. As the network has reshaped people's perception of time and space, it has altered the foundation upon which traditional business and marketing theories are built. The environment has changed, and the foundation has been shaken, necessitating the extension and development of corresponding theories and practical operational models. This is precisely the basis for the emergence of network marketing theory and the popularity of its practical operational models. The book is divided into 10 chapters, covering the following main topics: The Business and Social Revolution Driven by the Network; The Network Environment: Opportunities and Challenges Facing Business Operations; E-commerce Analysis; E-Procurement Models: Transformation of Corporate Purchasing and Sales Technologies and Behavioral Patterns; The Position and Role of the Network in Corporate Operations; Network Marketing: Extension and Development of Traditional Marketing Models; Marketing Technologies in the Network Environment; Network Brand Strategy; Business and Marketing Theories in the Network Environment; Analysis of the Network "New Economy." This book has been taught multiple times in various MBA courses, senior management seminars, and executive programs at Tsinghua University and other sister institutions, and has been highly acclaimed. It can serve as a textbook or reference material for self-study and research in courses such as "Network Marketing," "E-commerce," "Network New Economy," "Marketing," and "Information Management" in MBA education, business administration degree programs, and various senior management seminars. It is widely applicable to education or training for corporate presidents, senior managers, marketing and planning professionals, e-commerce practitioners, MBA students, and postgraduate and undergraduate students in various fields of business administration. Additionally, this book can be used as teaching and research reference material for "Network Marketing," "E-commerce," and "Information Technology Applications" courses in e-commerce and engineering master's degree programs. It is also suitable for the education or training of various engineering and research personnel engaged in corporate informatization, network technology, and computer applications.