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Pricing, Online Marketing Behavior, and Analytics

  • Book
  • © 2014

Overview

Authors:
  1. Giampaolo Viglia

    1. University of Eastern Piedmont, Italy

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Table of contents (8 chapters)

  1. Front Matter

    Pages i-xiv
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  2. Introduction

    • Giampaolo Viglia
    Pages 1-3

  3. Definition of Online Marketing

    • Giampaolo Viglia
    Pages 4-22

  4. Online Marketing Communication Channels

    • Giampaolo Viglia
    Pages 23-38

  5. Online Marketing Metrics and Analytics

    • Giampaolo Viglia
    Pages 39-47

  6. Online Pricing

    • Giampaolo Viglia
    Pages 48-67

  7. A Peculiar Type of Revenue Management: Overbooking

    • Giampaolo Viglia
    Pages 68-75

  8. Case Study: Applications for the Hotel Industry

    • Giampaolo Viglia
    Pages 76-86

  9. Conclusions

    • Giampaolo Viglia
    Pages 87-89

  10. Back Matter

    Pages 90-106
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Keywords

About this book

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.

Authors and Affiliations

  • University of Eastern Piedmont, Italy

    Giampaolo Viglia

About the author

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

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