Definition of Online Marketing

Giampaolo Viglia
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Giampaolo Viglia: University of Eastern Piedmont

Chapter 1 in Pricing, Online Marketing Behavior, and Analytics, 2014, pp 4-22 from Palgrave Macmillan

Abstract: Abstract Starting with an introduction on the relevance of online marketing today, Chapter 1 defines the product categories and classifications generally used in the market. To support the argument, a literature review of the different key concepts, such as experience, search, and utilitarian and hedonic products, is provided. The goal is to re-discuss the entire subject of traditional marketing in light of the new features in online marketing, clarifying in the process how online marketing remains a complement to, not a substitute for, traditional marketing. Finally, the chapter investigates the drivers of consumer segmentation. The different segments are discussed in detail, highlighting their peculiarities. In particular, a great deal of attention is devoted to the demographic characteristics of the Internet shopper.

Keywords: Product Category; Online Store; Online Channel; Credence Product; Online Market (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-41326-0_2

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DOI: 10.1057/9781137413260_2

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