Network Marketing

Author: Kong Weicheng
Publisher:
Publish Date: 2004-09-01
Features: Compared to traditional marketing, online marketing has significant differences both theoretically and practically. Currently, the number of universities offering this course domestically and internationally is still limited. Additionally, most of the existing "online marketing" books lack systematicity, theoretical depth, and practicality. For this reason, based on teaching materials from relevant institutions, we have absorbed and integrated the essence and research findings of pioneers in online marketing theory and practice. After six revisions and careful consideration, we have written this textbook. In terms of content, this book caters to the knowledge structures of both economics and management students as well as non-economics and management students. In terms of theoretical framework, it adopts an innovative approach, using strategy → tactics to unify the entire book. Specifically, this book first discusses the impact and challenges of the internet on traditional marketing, then introduces the environment and consumers businesses face in the era of the internet economy. To adapt to changes in the environment and consumer behavior, businesses must continuously conduct market research, market analysis, and online marketing strategic planning. To effectively achieve their strategic goals in the internet economy, businesses should strive to develop correct product strategies, logistics channel strategies, promotional strategies, pricing and payment strategies, and customer relationship management strategies. Finally, by leveraging online marketing management and control methods, businesses can cyclically monitor and adjust the extent to which their marketing goals are achieved.