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.
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