E-CommerceChapter 12:
Fundamentals of Internet MarketingChapter Objectives
Explain what marketing means in e-commerce. |
| | | Understand marketing challenges faced by e-commerce businesses. |
| | | Learn the four Ps that make up the marketing mix. |
| | | Discover what customers generally want from their online shopping experience. |
| | | Find out how market research provides information about customers and their wants. |
| | | Explore the varied types of research conducted by e-commerce businesses. |
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