消费者行为、市场调研和广告(ppt 56页)

主要内容
Chapter 4
Learning Objectives
1 Learning about Consumer Behavior Online
2 The Consumer Decision-Making Process
3 Mass Marketing, Market Segmentation, and One-to-One Marketing
4 Personalization, Loyalty, Trust, and Satisfaction in EC
5 Market Research for EC
6 Internet Marketing in B2B
7 Web Advertising
8 Online Advertising Methods
9 Advertising Strategiesand Promotions Online
10 Special Advertising Topics
11 Software Agents in Marketing and Advertising Applications
Managerial Issues

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