Network Marketing Theory and Practice (2nd Edition)

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Features: The author has extensive teaching experience in vocational colleges and universities. Since the first edition was published in 2002, it has received widespread acclaim and been reprinted multiple times. However, over the past three years, e-commerce, online marketing theory and practice have undergone significant changes, while the development speed and scale of e-commerce teaching in vocational colleges and universities have also expanded rapidly. To adapt to these changes, the author has made substantial adjustments to the content of this book, striving to reflect the latest achievements in online marketing theory and practice. This edition explains fundamental concepts, issues, and methods while emphasizing practical, applicable, and sufficient content. It includes case studies and analyses, tailored to the needs of vocational college and university teaching, with key points, case analyses, skill training, and knowledge expansion sections in each chapter. Diagrams and tables are integrated effectively, covering basic theories of online marketing, modern online marketing theories and concepts, online marketing strategies, and online marketing tactics.