Network Marketing and Planning

Author: Yan Jianhua
Publisher:
Publish Date: 2006-11-01
Features: This book is a fundamental textbook for the e-commerce major and a supporting textbook for the "Dual-Certificate Curriculum" training program of e-commerce in higher vocational education. It is also the designated textbook for the "CEAC National Information Technology Computer Education Certification." The book has distinct features. Network marketing is a highly applied course, and this book explains various knowledge and methods of network marketing through numerous cases. The book is divided into 7 chapters:
Chapter 1 briefly introduces the concept, content, characteristics, and development stages of network marketing;
Chapter 2 analyzes the external environment of network marketing, including the macro and micro environments;
Chapter 3 focuses on analyzing the characteristics of network marketing targets, their purchase motivations and behaviors, purchase patterns, and the factors influencing purchases;
Chapter 4 provides a detailed introduction to the basic strategies of network marketing, including product strategy, pricing strategy, channel strategy, and promotional strategy;
Chapter 5 introduces the commonly used tools and methods in network marketing;
Chapter 6 introduces various techniques in network marketing;
Chapter 7 mainly introduces several practical applications of network marketing.
This book is suitable for teaching use in e-commerce programs at secondary vocational schools, higher vocational schools, and adult higher education institutions' vocational colleges.