Abstract
The rise of the Internet and electronic commerce provide a huge marketspace and unique transaction process for digital products. It is significant to discuss whether established marketing models can be revised for digital products. First, the unique features of digital products are systematically reviewed, and then three typical digital products, including e-books, anti-virus, and online translation services, are analyzed and compared utilizing three established marketing models, including 4P, 4C, and 4S. We find that these marketing mix models have different suitability for three typical digital products. The intention of this paper is to provide a reference for enterprises in selecting marketing mix model according to product’s categories and to provide a marketing strategy tool kit.
This research is supported by NSF of China under Grants 70372049 and ChunHui Project from Ministry of Education of China.
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Wang, K., Wang, Y., Yao, J. (2005). A Comparative Study on Marketing Mix Models for Digital Products. In: Deng, X., Ye, Y. (eds) Internet and Network Economics. WINE 2005. Lecture Notes in Computer Science, vol 3828. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11600930_66
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DOI: https://doi.org/10.1007/11600930_66
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