Theories of Networkor Interactive Marketing yorku论网络营销yorku或交互.pptVIP

Theories of Network (or Interactive) Marketing Concepts of Networked Marketing Information as “Dematerialization” Coproduction Product Ecologies Dematerialization: The informational mode of production Information management has been labor intensive, therefore high cost, high overhead. The IT revolution makes knowledge work productive through automation. “network marketing” When messages are transported at network speed, and production is decentralized, the result is FLEXIBILITY! Flexibility: Doing Networked Marketing Customization: Change segments on the fly—even make segments of one! Co-production: Bring in the customer Multi-channel solutions: real-time click and brick sales pitch. For each of these marketing innovations, find examples and evidence in the readings for this week. Where? Link Concepts: What is the glue for the multi-channel retail system Customization of segments And co-production? Ask yourself: In this brand new world of flexible marketing through co-production How does branding change? How does new product introduction change? How does new product development change? How does channel strategy change? How does promotion change? How does pricing strategy change? Value Types Can the Internet Help Innovate? Example: Carrier * * What is Interactive Marketing? Is it perhaps... …selling over the Net? …advertising over the Net? …distributing over the Net? …producing using the Net? …others? What do you think? My Definition: Network Marketing is the Process of Building and Maintaining Customer Relationships Through Building and Maintaining Value-adding Electronic Product and Service Networks using the Power of Information. Look at Value System to Discover New Business Opportunities Liberate Trapped Value Introduce New-to-the-World Value Create More Efficient Markets Enable Ease of Access Customize Offerings Extend Reach and Access Create More Efficient Systems Disrupt Current Pricing Power Build Community Enable Collaboration eBay craigslist