Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

Price Comparison Websites

Price Comparison Websites

Price comparison websites
Des Laffey


Price comparison websites, also known as aggregators and comparators as well as other variants of the phrase price comparison websites (Australian Competition and Consumer Commission, 2014), are an established part of the digital marketing landscape.1

Price comparison websites have a dual appeal. Consumers benefit from lower search costs and the ability to compare products, according to key features, most notably price. Retailers, or product suppliers, benefit from a ready supply of consumers who are further down the decision-making process.2 Price comparison websites can also be seen as specialised search engines, and one of the many forms of navigator that have emerged to enable users to find online information. Price comparison websites operate across service ...

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