(PDF) Internet Marketing Assignment

INTERNET MARKETING
Student’s Name
Institution Affiliation

Scope
• About digital market theory and application.

Digital Marketing Theory
• Definition -approach used to explain the behavior of
customers towards the internet product/services awareness
creation.

Relationship Digital Marketing
Theory
• Definition-Where an organization aims at building a
personalized relationship with customer.
• Use- Helps the organization to acquire the customer’s loyalty.

Industrial and Commercial Bank of China
• The largest bank in the world based in China.
• Listed on both the Hong Kong and Shanghai Stock Exchange.
•

Products and Services
• Personal loans
• Corporate banking
• E-banking
• Bank Card

ICBC Digital Marketing Theory
• Relationship Based theory through personalization of
messages.
• Use- make customers feel valued.
• Result- increases trust and loyalty.

List of References
• Buchanan, L, Kelly, B, & Yeatman, H 2017, 'Exposure to digital marketing enhances
young adults’ interest in energy drinks: An exploratory investigation', Plos ONE, 12, 2,
pp. 1-16, Academic Search Premier, EBSCOhost, viewed 2 May 2018.
• Tobin, D 2016, 'Continuity and Pragmatism: How Chinese State-Owned Banks
Adapted to Hong Kong’s Free Market (1949–1978)', Journal Of Contemporary Asia,
46, 2, pp. 267-285, Academic Search Premier, EBSCOhost, viewed 2 May 2018.
• Yao, Z, & Xin, G 2017, 'A fuzzy optimization method to select marketing strategies for
new products based on similar cases', Journal Of Intelligent & Fuzzy Systems, 32, 3,
pp. 2679-2695, Academic Search Premier, EBSCOhost, viewed 2 May 2018.