Introduction to Network Marketing

Author: Liu Xianghui
Publisher:
Publish Date: 2005-06-01
Features: This book includes abundant illustrations and exercises, and is supported by an electronic teaching package (PPT documents for teaching, which readers can directly download from http://www.tupwk.com.cn). It is particularly suitable for university teaching and corporate training. Key Features: It contains a wealth of fresh content, adding unique modules such as "Small Notes," "Quick References," "Reading and Thinking," and "Online Activities." It covers the latest domestic and international practical cases in online marketing and the most cutting-edge research findings in the field. It provides numerous references and online resources to help readers further study and research. It lists English equivalents for almost all important concepts in the field of online marketing. It offers an online platform for readers to communicate and learn from each other.
Target Audience: Undergraduate and graduate students in e-commerce and marketing at universities and colleges; senior management in enterprises; marketing and planning personnel; e-commerce professionals; researchers and practitioners in online marketing.
This book serves as an introductory guide to online marketing and is divided into three parts: Basics, Methods, and Applications.
The Basics section systematically discusses the theoretical and practical foundations of online marketing, starting with an analysis of the characteristics of the era. The Methods section provides detailed introductions to various strategies and practical techniques in online marketing practice. The Applications section focuses on the practical application of the theory and methods of online marketing in specific contexts.
While emphasizing both fundamentals and applications, the book includes fresh content such as the top ten theoretical foundations of online marketing, ethical issues in online marketing, event marketing based on the internet, the use of the internet in urban marketing, and the career prospects of online marketing professionals.
As an introductory guide, the book covers almost all aspects related to online marketing and recommends numerous reference books or online resources for further exploration and study.
It summarizes the latest developments in domestic and international research on online marketing, as well as the author's main achievements in online marketing research and application over the past three years.
This book is suitable for use as a textbook or teaching reference for students and teachers in e-commerce, marketing, and related fields. It is also suitable for researchers and practitioners in online marketing, and can be used as a handy reference book for on-the-spot consultation.