Pricing, Online Marketing Behavior, and Analytics

by G. Viglia

Overview

Over the past few decades marketing practices have shifted with the sudden growth of social media and the proliferation of devices, platforms, and applications. This rapidly changing environment presents new opportunities and challenges for marketers, who need to stay up to date with the development of e-marketing. Viglia instructs readers in the theories and practices of online marketing;, detailing the characteristics, consumer behaviors, and differences between platforms, analytics, and pricing strategies of new media. Pricing, Online Marketing Behavior, and Analytics covers many different aspects of how online marketing works and its continuous evolution. Case studies and examples are used throughout the book to outline theories and explain e-marketing characteristics in a practical way.

Product Details

ISBN-13:	9781137413253
Publisher:	Palgrave Macmillan US
Publication date:	05/09/2014
Edition description:	2014
Pages:	106
Product dimensions:	8.60(w) x 5.80(h) x 0.60(d)

About the Author

Giampaolo Viglia is a Post Doctorate Research Fellow at the University of Eastern Piedmont, Italy.

Table of Contents

1. Definition of Online Marketing 2. Online Marketing Communication Channels 3. Online Marketing Metrics and Analytics 4. Online Pricing 5. A Peculiar Type of Revenue Management: Overbooking 6. Case Study: Applications on the Hotel Industry