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市场营销英文Chapter3.pdf

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市场营销英文Chapter3.pdf

Generated by Foxit PDF Creator © Foxit Software For evaluation only. Marketing in the Marketing in the Digital Age: Making Digital Age: Making New Customer New Customer Connections Connections Chapter 3 Chapter 3 Generated by Foxit PDF Creator © Foxit Software For evaluation only. Objectives • Be able to identify the major forces • Be able to identify the major forces shaping the new digital age. shaping the new digital age. • Understand how companies have • Understand how companies have responded to the Internet with responded to the Internet with e-business strategies. e-business strategies. • Be able to describe the four major • Be able to describe the four major e-commerce domains. e-commerce domains. 3 - 1 Generated by Foxit PDF Creator © Foxit Software For evaluation only. Objectives • Understand how companies use • Understand how companies use e-commerce to profitably deliver e-commerce to profitably deliver greater value to customers. greater value to customers. • Realize the promise and • Realize the promise and challenges that e-commerce challenges that e-commerce presents for the future. presents for the future. 3 - 2 Generated by Foxit PDF Creator © Foxit Software For evaluation only. Case Study Cathay Pacif