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About this book
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.
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Table of contents (8 chapters)
Authors and Affiliations
About the author
Giampaolo Viglia is a Post Doctorate Research Fellow at the University of Eastern Piedmont, Italy.
Bibliographic Information
Book Title: Pricing, Online Marketing Behavior, and Analytics
Authors: Giampaolo Viglia
DOI: https://doi.org/10.1057/9781137413260
Publisher: Palgrave Pivot New York
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Giampaolo Viglia 2014
Hardcover ISBN: 978-1-137-41325-3Published: 09 May 2014
eBook ISBN: 978-1-137-41326-0Published: 09 May 2014
Edition Number: 1
Number of Pages: XIV, 106
Number of Illustrations: 1 b/w illustrations
Topics: Business Mathematics, Marketing, Corporate Communication/Public Relations, e-Business/e-Commerce, Market Research/Competitive Intelligence, Online Marketing/Social Media