Pricing, Online Marketing Behavior, and Analytics

Informationen zum Autor Giampaolo Viglia is a Post Doctorate Research Fellow at the University of Eastern Piedmont, Italy. Klappentext 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. Zusammenfassung Over the past few decades marketing practices have shifted with the sudden growth of social media and the proliferation of devices, platforms, and applications. Pricing, Online Marketing Behavior, and Analytics covers many different aspects of how online marketing works and its continuous evolution. 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

Dettagli sul prodotto

• Autori: G Viglia, G. Viglia, Giampaolo Viglia
• Editore: Palgrave UK
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 09.05.2014
• EAN: 9781137413253
• ISBN: 978-1-137-41325-3
• Pagine: 120
• Categorie: Scienze sociali, diritto, economia > Economia > Tematiche generali, enciclopedie; Marketing, E-Business, E-Commerce, B, online marketing, Market research, Internet marketing, Public Relations, Corporate Communication, digital marketing, Electronic Commerce, E-commerce: business aspects, Business Mathematics, e-Business/e-Commerce, Market Research/Competitive Intelligence, Corporate Communication/Public Relations, Sales & marketing, Management science, Palgrave Business & Management Collection, Online Marketing/Social Media, Market Research and Competitive Intelligence