Network marketing

Author: Compiler: Yang Qunxiang
Publisher:
Publish Date: 2006-09-01
Features: This textbook consists of 13 chapters:
Chapter 1 provides an overview of marketing innovation as an introduction to online marketing, helping students learn or reinforce marketing knowledge, and clarifying the development trends of marketing;
Chapter 2 introduces the basic principles and strategies of online marketing, starting with a comparison with traditional marketing methods;
Chapter 3 analyzes and introduces the methods of conducting online marketing market research;
Chapter 4 discusses online marketing methods, first introducing the technical foundation of online marketing and the construction of business websites, and then outlining the methods of online marketing;
Chapter 5 focuses on explaining the principles and methods of search engine marketing;
Chapter 6 focuses on explaining the principles and methods of E-mail marketing;
Chapter 7 introduces the product and pricing strategies of online marketing;
Chapter 8 discusses the channel strategies of online marketing;
Chapter 9 discusses the promotional strategies of online marketing;
Chapter 10 introduces the advertising strategies of online marketing;
Chapter 11 introduces the customer relationship management strategies of online marketing;
Chapter 12, from a comprehensive application perspective, introduces the operational procedures and methods of online marketing planning;
Chapter 13 introduces the main methods of online marketing management—online marketing evaluation—as the conclusion of the entire book.