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Staff Reporter
Prof. Lee Doo-hee of Korea University Business Administration Department recently wrote an online-marketing textbook for a Chinese university. There are 5,000 copies already published and they are currently on sale in Beijing.
Lee and Prof. Lu Yilin of Renmin University of China wrote ``e-Marketing’’ and released it through the Chinese university’s publishing company. This is the first time a Korean has written a textbook for a Chinese university in the field of business.
Lee is called the pioneer of online marketing in Korea. He was the first to adopt the idea of ``Internet marketing’’ and also coined the phrase. While everyone was talking about the Marketing Mix _ concentrating on product, price, place and promotion, he came up with 5Cs _ focusing on context, commitment, channel, collaboration and communication. His theory was welcomed worldwide and the Chinese university asked Lee to be the co-author, a spokesman of Korea University said.
The book will include various examples of adapting 5Cs to online marketing and its application in China. According to Lee, there are about 600,000 university students studying marketing in the country, and the potential market for the book is large. Since Renmin University is a renowned school and its textbook choice affects other schools, the future of the book looks quite bright.
Lee said his goal is to create a Korea-oriented marketing boom in the world. `` I am happy that the book allows Chinese students to learn about in Korean style marketing,’’ he said.
bjs@koreatimes.co.kr
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