E-commerce marketing

Author: Yan Taowei
Publisher:
Publish Date: 2003-09-01
Features: This book references the widely recognized marketing theory framework currently adopted in academic circles and practical work. It emphasizes the characteristics of the e-commerce era and combines the objective reality that marketing theory and practice are transitioning from the "P" era to the "C" era. Based on introducing basic marketing theories, the book focuses on the changes in marketing theory during the e-commerce era, as well as new concepts, technologies, methods, and approaches. The book is divided into 14 chapters, covering main topics such as the development of marketing theory, an overview of e-commerce marketing, e-commerce marketing research, e-commerce market segmentation and target market selection, e-commerce marketing product and service strategies, e-commerce marketing pricing strategies, e-commerce marketing channel strategies, e-commerce marketing promotion strategies, e-commerce marketing management, e-commerce marketing website construction and management, and customer relationship management in the e-commerce era. This book can serve as a professional teaching text for undergraduate or graduate students in e-commerce, marketing, logistics management, and other related fields, as well as a reference for researchers and practitioners in e-commerce and marketing theory.