Electronic Commerce043002.pptVIP

Electronic Commerce043002 Chapter 4: Marketing on the Web Dr. Jing Zhou Learning Objectives In this chapter, you will learn about: When to use product-based and customer-based marketing strategies Communicating with different market segments (市场细分) Customer relationship intensity and the customer relationship life cycle Using advertising on the Web Learning Objectives E-mail marketing Technology-enabled customer relationship management Creating and maintaining brands on the Web Search engine positioning (排位) and domain name selection Key Terms acquisition cost 客户争取成本 active ad 活动式广告 ad view