Network Marketing

Author: Yu Liping
Publisher:
Publish Date: 2006-08-01
Features: This book strives to encompass the latest knowledge in the field of online marketing and combines it with latest case studies for analysis. The book is divided into three parts: The first part covers macro-level online marketing fundamentals and the environment, including an introduction to online marketing, technical foundations, strategy, market, and consumer behavior. The second part focuses on online marketing strategies, including pricing, product, branding, promotion, advertising, and public relations strategies. The third part covers the management and implementation of online marketing. The guiding principle behind writing this book is to provide readers with a pathway to learn and understand online marketing knowledge. The fundamental guiding principle is "novel, practical, and comprehensive." The content and structure are novel, the technical sections are sufficient yet concise, the theoretical knowledge is comprehensive, and it integrates online marketing theory with practice. It can serve as a textbook for online marketing in economics, management, information, and other disciplines at universities, as well as a reference for professionals in various enterprises and institutions.