Pricing, Online Marketing Behavior, and Analytics

1. Front Matter

   Pages i-xiv

   PDF

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

    PDF

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.

• Online marketing
• reference price
• revenue management
• marketing analytics
• consumer behavior
• communication
• marketing
• online marketing
• Online PR
• pricing

• University of Eastern Piedmont, Italy

  Giampaolo Viglia

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

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