Abstract
This article describes a research that is aimed at exploring marketing management issues of the internet bookstore. Selecting three domestic internet bookstores as the target, the researchers conducted a case study to analyze their operation and marketing strategies. The researchers also designed an electronic questionnaire to survey the considerations and information needs of the potential consumers. The results of this research have detailed description and fruitful suggestions toward the internet bookstores’ marketing approaches, client services, administrative operation, as well as consumers’ motives, characteristics, and types.
| Keywords: | Internet; Internet bookstore; Marketing research; Internet marketing; Electronic commerce |
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