Network Marketing (Second Edition)

Author: Rafi Muhammad
Publisher:
Publish Date: 2004-10-01
Features: The authors of this book are scholars from renowned universities in the United States, and at the same time, they are experts with years of experience in practical online marketing. This makes the book stand out among many books titled "Online Marketing." First, the book provides a comprehensive framework to help students and professionals understand how to think about and implement online marketing. Second, it introduces and analyzes the best academic theories, application tools, and practical achievements in the field of online marketing. Third, it elaborates on the development of online marketing plans and discusses their integration with traditional marketing activities. Additionally, a wealth of interesting and thought-provoking reading materials helps in mastering the content. The book provides an analytical and design framework for integrating online marketing with traditional marketing, called the "Market Space Matrix," which runs throughout the book. Using this framework, one can systematically analyze, design, and evaluate online marketing strategies, marketing tactics, and more. The book also follows a thread of the four stages of customer relationships, which is one dimension of the Market Space Matrix. Under the framework of customer relationships, marketing tactics (product, price, channel, promotion, community, communication, brand) are analyzed and designed to quickly guide customers from the awareness stage through the exploration/expansion stage to the commitment stage. Furthermore, eBay cases are integrated into every chapter, illustrating the concepts, methods, and tactics of online marketing by explaining the specific practices of eBay's marketing activities.