网络营销培训课件(ppt 43页)

主要内容
E-business and E-commerce
E-Marketing     理解网络营销的内涵
Strategic Planning-战略规划
ESP: Environment, Strategy, and Performance
SWOT
Business Models
Activity-Level Models   作业层面
Performance Metrics
The Balanced Scorecard
Step 2: E-Marketing Strategic Planning
Differentiation
Differentiation Dimensions
Positioning
Developed Economies  发达经济体
Emerging Economies
Country and market opportunity analysis
Market Approaches Ex 4.4
The Digital Divide
Marketing Knowledge Management
The Marketing Information System
Source 3: Primary Data
Source 2: Secondary Data
Marketing Databases & Data Warehouses
Targeting Online Customers
Influentials
Differentiation
Attitudes and Behaviors
Many Products Capitalize on Internet Properties
Product Benefits: Attributes
Brand Equity
The Internet Changes Pricing Strategies
Fixed Pricing
Dynamic Pricing
Distribution Channel Overview
Distribution Channel Length and Functions
Channel Length
Supply Chain Management
Integrated Marketing Communication (IMC)
Marketing Public Relations (MPR)
Direct Marketing
Permission Marketing: Opt-in, Opt-out
Viral Marketing

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