Network marketing

Author: Pan Weiqin
Publisher:
Publish Date: 2006-01-01
Features: Systematically planned based on the latest curriculum reform achievements in e-commerce. From the perspective of enterprise needs, it designs the knowledge system and skill development framework based on the competency requirements of related professions students may engage in after graduation. It closely aligns with the national e-commerce professional certification standards. According to the different characteristics and needs of the courses, supplementary materials such as electronic teaching plans, training outlines, reference answers to exercises, and teaching resources are provided, and they are updated regularly for teaching convenience. This book primarily covers the basic knowledge and practical applications of online marketing. The entire book is divided into 13 chapters, introducing topics such as an overview of online marketing, the online marketing environment, analysis of online consumer markets and purchasing behavior, online marketing research, target market analysis in online marketing, an overview of online marketing strategy and tactics, online marketing product strategy, online marketing pricing strategy, online marketing distribution channel strategy, online sales promotion strategy, customer relationship management strategy, online marketing services, and the management and control of online marketing. Corresponding exercises and training questions are arranged for each chapter based on its specific content. The book features novel content, a well-structured layout, and begins with case studies, offering in-depth yet accessible explanations with strong practicality, emphasizing the mastery of fundamental theories and skills as well as the cultivation of technical application abilities. This book can serve as a textbook for majors such as e-commerce, marketing, computer applications, computer information management, business administration, and international trade and economics. It can also be used as a training manual for e-commerce-related courses and as a reference for business management personnel and marketing professionals.