Network Marketing and Management (Second Edition)

Author: Qian Xuchao / Han Xiang / Yuan Haibo (editors)
Publisher:
Publish Date: 2005-06-01
Features: The Internet is not only a brand-new and more powerful way of conducting business activities but also a brand-new marketing platform. It poses a challenge to traditional marketing while also opening up broader development space for marketing. The book has two starting points: how traditional enterprises can leverage the Internet to carry out marketing activities, and how Internet-based companies can use marketing methods to plan and develop their own businesses. The book will discuss the integration of the Internet and marketing from aspects such as the characteristics of online marketing, the online marketing environment, netizens, customer online purchasing, online research, websites, online marketing tools, cost and customer benefits, channel strategies, online communication, and online marketing management. It explores the new developments, characteristics, and tools of marketing based on the Internet, forming a system of online marketing. This book can serve as a textbook for undergraduate and graduate students majoring in e-commerce, as well as for postgraduate students, researchers in e-commerce and online marketing, and business and administrative managers.