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Behavioral pricing, online marketing behavior, and analytics /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Behavioral pricing, online marketing behavior, and analytics /Giampaolo Viglia.
作者:	Viglia, Giampaolo,
面頁冊數:	1 online resource.
標題:	MarketingManagement.
電子資源:	https://link.springer.com/book/10.1057/9781137413260
ISBN:	1137413263 (electronic bk.)

Behavioral pricing, online marketing behavior, and analytics /
Viglia, Giampaolo,

Behavioral pricing, online marketing behavior, and analytics /Giampaolo Viglia. - 1 online resource.

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.

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. "Behavioral 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.

ISBN: 1137413263 (electronic bk.)

Source: 754719Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

200067
Marketing
--Management.Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415.1265

Dewey Class. No.: 658.8

Behavioral pricing, online marketing behavior, and analytics /
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505 0 $a 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.
520 $a 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. "Behavioral 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.
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