Pricing, Online Marketing Behavior, and Analytics [electronic resource] /
Viglia, G.author.
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.
Description based upon print version of record.
Cover; Half-Title ; Title; Copyright; Contents; List of Illustrations; Foreword; Acknowledgments; Introduction; 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 for the Hotel Industry; Conclusions; References; Index
Includes bibliographical references and index.
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.
Business mathematics.
Marketing.
Public relations.
E-business.
Electronic commerce.
E-commerce.
Market research.
Internet marketing.
Business Mathematics.
Marketing.
Corporate Communication/Public Relations.
e-Business/e-Commerce.
Market Research/Competitive Intelligence.
Online Marketing/Social Media.