Small and Medium-sized Enterprise Marketing Management

Author: Geng Xirun
Publisher:
Publish Date: 2002-11-01
Features: This book focuses on marketing principles of "cost, efficiency, and customer satisfaction." It addresses various aspects, from marketing orientation and customer value to market analysis and marketing differentiation, covering product, pricing, distribution, promotion, integrated communication, e-commerce, and online marketing. The book emphasizes practical and operational marketing principles. It incorporates modern information, network, and computer technology applications, offering a forward-looking perspective on marketing. The book introduces a new viewpoint that e-commerce is divided into two stages—basic and advanced—and structured into five modules: e-commerce fundamentals, online marketing, enterprise resource planning, supply chain management, and customer relationship management. It systematically integrates marketing with e-commerce, particularly online marketing, customer relationship management, and business process reengineering, making marketing more advanced, applicable, and competitive.