Enterprise E-commerce and Internet Marketing -- --- Enterprise Business Electronics Application Series

Author: Yu Liping, Cao Jinwen, et al.
Publisher:
Publish Date: 2004-07-01
Features: This book systematically introduces the content of e-commerce and online marketing. The e-commerce content includes: an overview of e-commerce, the framework and transaction models of e-commerce, electronic payment, e-commerce security, and e-commerce law; the online marketing content includes: an overview of online marketing, online market research, product and brand strategies for online marketing, pricing strategies, channel strategies, advertising strategies, promotional strategies, and online service and public relations strategies. At the end of the book, it introduces the new frontiers in business development: collaborative commerce, mobile commerce, and business intelligence. The book is easy to understand yet comprehensive, with up-to-date information, particularly notable in e-commerce architecture, network security, online marketing models, website promotion, and online advertising. The entire book focuses on describing the latest achievements and development trends in the fields of e-commerce and online marketing in recent years. This book is not intended as a training textbook for information management personnel in enterprises, government departments, or industry authorities, nor as a reference textbook for management, economics, or information-related majors in higher education institutions.