Network marketing

Author: Zhang Jing
Publisher:
Publish Date: 2002-08-01
Features: This book is primarily aimed at undergraduate students majoring in e-commerce-related fields and can also serve as a textbook for MBA programs. With appropriate selection and adaptation, it can also be used as a teaching material for students in related associate degree programs. Since the textbook is designed to be both complementary and independent, it also serves as an excellent reference for technical and business professionals who wish to understand e-commerce. Based on a brief introduction to marketing concepts and their evolution, the book introduces the concept of online marketing and discusses topics such as the Internet target marketing model, the intangible value chain of online marketing, market research, advertising, and interactive methods. The interactive methods primarily cover the implementation methods and strategies of email, mailing lists, and database marketing. Numerous case studies are used throughout to enhance readers' understanding of the issues. The intended audience for this book includes professionals engaged in e-commerce or online marketing, undergraduate students or researchers in e-commerce programs at universities, as well as computer application technology professionals interested in online marketing and related technical personnel involved in marketing management.