Principles of Network Marketing

Author: Ward Hansen [USA]
Publisher:
Publish Date: 2001-01-01
Features: The purpose of this book is to help marketers understand this new world. It adopts the form of a textbook, not only suitable for classroom use but also serving as a guide for anyone interested in these issues. First, the book proposes a framework to understand the driving forces behind the market and business internet revolution. With this foundation, it becomes easy to understand how many new tools, challenges, and technologies adapt to the marketing methods we have already mastered and applied. These topics, such as customization and community building, are part of the toolbox for online marketers. The internet also poses challenges to organizations, especially for some successful companies, including some of which are channel conflict, legal issues in marketing decisions, and the new skills required for the internet era.
The term "e-commerce" is no longer unfamiliar to Chinese people. However, in the minds of the vast majority, it remains a vague concept. The concept of "online marketing," on the other hand, refers to using the internet—a medium without geographical or time constraints—as a means of marketing. Compared to "e-commerce," it is more specific and closer to practice.