1、主要内容 1)Marketing segmentations: 2)Marketing Mix and the 5th P. 3)Web communications how the Internet makes a difference for CRM: 4)Creating and maintaining brands on the Web; 5)New marketing opportunities&new marketing techniques 6)Intermediationon the Web 2、基本概念和知识点 1)Marketing segmentation a.Geographic segmentation b.Demographic segmentation c.Psychographic segmenatior d.Behavioral segmenation e.How segmentation is different online 2)Marketing Mix a.Product b.Price c.Place d Promotion e.How are the 4P's in Marketing Mix influenced by the Internet f.The 5th P--Personalization 3)Web communications a.Characteristics of web communications b.Implementing CRMon an enhanced communication medium c.Multi-step Flow Theory d.Social media marketing 4)Branding on the Web a.Creating a brand name on the Web 1)Emotional branding 2)Rational branding b.Maintaining brands on the Web 1)Brand leveraging strategies 2)Brand consolidation strategie 5)New marketing opportunities a.Seckill b.Collective buying 6)Intermediation on the Web 1、主要内容 1) Marketing segmentations; 2) Marketing Mix and the 5th P; 3) Web communications & how the Internet makes a difference for CRM; 4) Creating and maintaining brands on the Web; 5) New marketing opportunities & new marketing techniques. 6) Intermediation on the Web 2、基本概念和知识点 1) Marketing segmentation a. Geographic segmentation b. Demographic segmentation c. Psychographic segmenation d. Behavioral segmenation e. How segmentation is different online 2) Marketing Mix a. Product b. Price c. Place d. Promotion e. How are the 4P’s in Marketing Mix influenced by the Internet f. The 5th P -- Personalization 3) Web communications a. Characteristics of web communications b. Implementing CRM on an enhanced communication medium c. Multi-step Flow Theory d. Social media marketing 4) Branding on the Web a. Creating a brand name on the Web 1) Emotional branding 2) Rational branding b. Maintaining brands on the Web 1) Brand leveraging strategies 2) Brand consolidation strategies 5) New marketing opportunities a. Seckill b. Collective buying 6) Intermediation on the Web