Electronic Marketing: Marketing Theory and Practice of the 21st Century

Author: (British) O’Connor (O’Connor/J.) et al. / Shi Da main
Publisher:
Publishing Date: 2005-12-01
Features: This book has a well-structured and focused layout. It clearly distinguishes electronic marketing from online marketing and proposes an analytical framework for electronic marketing centered on customer relationship management and customer databases. It also highlights the importance of statistical knowledge and analytical software in marketing and marketing education, which are very valuable for reference and inspiration. Additionally, each chapter includes case studies, questions, and distinctive online exercises, making it highly suitable for China's teaching systems and practices.