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Over the past few decades marketing practices have shifted with the sudden growth of social media and the proliferation of devices, platforms, and applications. Pricing, Online Marketing Behavior, and Analytics covers many different aspects of how online marketing works and its continuous evolution.
Giampaolo Viglia is a Post Doctorate Research Fellow at the University of Eastern Piedmont, Italy.
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
