© 2014

Pricing, Online Marketing Behavior, and Analytics


Table of contents

  1. Front Matter
    Pages i-xiv
  2. Giampaolo Viglia
    Pages 1-3
  3. Giampaolo Viglia
    Pages 4-22
  4. Giampaolo Viglia
    Pages 23-38
  5. Giampaolo Viglia
    Pages 39-47
  6. Giampaolo Viglia
    Pages 48-67
  7. Giampaolo Viglia
    Pages 87-89
  8. Back Matter
    Pages 90-106

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.


Online marketing reference price revenue management marketing analytics consumer behavior communication marketing online marketing Online PR pricing

Authors and affiliations

  1. 1.University of Eastern PiedmontItaly

About the authors

Giampaolo Viglia is a Post Doctorate Research Fellow at the University of Eastern Piedmont, Italy.

Bibliographic information

Industry Sectors
Consumer Packaged Goods
Finance, Business & Banking