文献出处：Peter Kenzelmann. Technical Consultancy in Internationalization[J]. International Marketing Review, 2006, 4(3):20-29.
英文原文 The technical basis of network marketing
Network marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.
The theoretical basis for the network marketing
Theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.
(A) Direct Response Network Marketing Theory
Internet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.
Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce any measurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in m
文献出处： Ortiz F R, Gerrikagoitia J K, Castánder I. New Trends of Intelligent E-marketing Based on Web Mining for E-shops[C]// International Conference on Strategic Innovative Marketing. 2014.
英文原文 New trends of Intelligent E-Marketing based on Web Mining for e-shops
FR Ortiz ， JK Gerrikagoitia ， I Castander
E-marketing is the concentration of all efforts in terms of adapting and developing marketing strategies into the virtual spaces: web, social media… In an e-commerce site, e-marketing must help consumers in their purchase. This requires precise knowledge of the customer′s preferences. For this reason, holders of e-shops must find out to whom, to what, how and when to refer to the customer, ergo, to know the “consumer decision journey” and strengthen their engagement. This analysis is obtained when the customer is visiting an e-shop because (s)he leaves a digital footprint that can be used to understand his/her needs, desires and demands as well as to improve web presence. These data can be used for data mining to understand the e-marketing and selling processes in a better way. In this paper a survey of 86 e-shops in Spain is presented. In the conclusions, some ideas for good e- marketing practices related to the buying behaviour analysis of customers are shown. Hence, new trends in e-marketing are suggested from a strategic, tactical and operational level in which different data mining techniques ease the purchase and the engagement.