Network Marketing (Second Edition)

Author: Qu Pengzhi
Publisher:
Publish Date: 2004-06-05
Features: This book is one of the series of teaching materials for e-commerce majors in higher education institutions in the 21st century, launched under the direct guidance and support of the Higher Education Department of the Ministry of Education. It has been reviewed and recommended by experts organized by the Ministry of Education as a national-level teaching material for the "15th Five-Year Plan" after revision. It is also one of the core course textbooks determined by the E-commerce Professional Construction Collaboration Group. The book consists of 14 chapters. The first chapter briefly introduces the principles of modern marketing, while the subsequent chapters comprehensively and systematically elaborate on the basic environment of online marketing, the characteristics of online markets, the strategic planning of online marketing, research methods and tools for online markets, product and pricing strategies for online markets, distribution channels for online marketing, advertising and service strategies for online marketing, implementation and control of online marketing, and comprehensive application methods of online marketing. The final chapter provides several complete successful cases of online marketing. The book has a complete system and rigorous structure, emphasizing the combination of theory and practice. The practical cases are representative, making it easy for readers to learn and master the basic theories and practical methods of online marketing. In addition to serving as teaching materials for e-commerce majors in higher education institutions, this book can also be used as teaching materials for new online and informatization courses in related disciplines of economics and management. At the same time, it can also be used as a valuable reference book for professionals engaged in e-commerce practices.