论文部分内容阅读
本文的目的是揭示因为互联网的出现而引发的营销理论和实践的变化。为此，本文从以下几个方面展开讨论：互联网与电子商务的发展、从交易营销向关系营销的转变、竞争战略的变化、营销组合的变化及信息的作用。
The purpose of this article is to reveal the changes in marketing theory and practice that have resulted from the advent of the Internet. To this end, this article discusses the following aspects: the development of the Internet and e-commerce, the transition from transactional marketing to relational marketing, the change of competitive strategy, the change of marketing mix and the role of information.