Pricing, Online Marketing Behavior, and Analytics

1. Auflage 2014
ISBN: 978-1-349-48988-6
Verlag: Springer Nature Singapore

Buch, Englisch, 106 Seiten, Book, Format (B × H): 140 mm x 216 mm, Gewicht: 1661 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Viglia, G.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsmathematik und -statistik

Inhaltsverzeichnis

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

Über Autor(innen)

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