Network Marketing Theory and Practice

Author: Liu Maofu
Publisher:
Publish Date: 2007-01-01
Features: This book constructs the content system of online marketing from the perspective of combining marketing concepts with network technology. Through empirical analysis, it proposes a new "4C" strategy for online marketing: creativity, communication, confrontation, and collaboration strategy. The book is divided into 9 chapters: Overview of Online Marketing, Common Technologies in Online Marketing, Characteristics and Behavior of Online Users, Online Market Research, Creativity Strategy, Communication Strategy, Confrontation Strategy, Collaboration Strategy, Risk Control and Performance Evaluation of Online Marketing. Each chapter is concise and includes learning objectives, chapter summaries, post-class practices, online news, or online cases, which helps students master the key points of the chapter content and facilitates understanding and applying the knowledge learned in practice. When writing this book, it strives to combine the latest online practices, closely align with the teaching characteristics of vocational and technical colleges, systematically introduce the basic principles and practical skills of online marketing, and achieve simplicity, depth, solid evidence, and innovation. It emphasizes fundamental theories and practicality. This book is a teaching material for finance and management majors and can also serve as a reference book for market research and sales professionals.