清华社数字营销：战略、实施与实践（第7版）教学课件_pp02.pptxVIP

DIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh EditionPart 1Digital marketing fundamentalsChapter 2Online marketplace analysis: micro-environmentChapter 2 - Online marketplace analysis: micro-environment Main Topics: Situation analysis for digital marketingDigital marketing environmentUnderstanding customer in digital marketsConsumer. Choice and digital influenceCustomer characteristicsCompetitorsSuppliersNew channel structuresDigital business models for e-commerceSituation analysis for digital marketing Understanding customer in digital markets Customer segmentsSearch intermedi