Pricing, Online Marketing Behavior, and Analytics

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.

Giampaolo Viglia is Research Fellow at the University of Eastern Piedmont, Italy. He has an MSc in Management from the University Pompeu Fabra, Spain, and a Ph.D. in Marketing from the University of Turin, Italy. He publishes in international marketing and tourism academic journals such as the International Journal of Hospitality Management. His area of research is consumer decision making, with a particular interest in pricing, online reviews, and overconfidence.

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