Skip to main content

A Comparative Study on Marketing Mix Models for Digital Products

  • Conference paper

Part of the Lecture Notes in Computer Science book series (LNISA,volume 3828)

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.

Keywords

  • Marketing Strategy
  • Online Service
  • Digital Product
  • Marketing Model
  • Promotion Tool

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

This research is supported by NSF of China under Grants 70372049 and ChunHui Project from Ministry of Education of China.

This is a preview of subscription content, access via your institution.

Buying options

Chapter
USD   29.95
Price excludes VAT (USA)
  • DOI: 10.1007/11600930_66
  • Chapter length: 10 pages
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
eBook
USD   169.00
Price excludes VAT (USA)
  • ISBN: 978-3-540-32293-1
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD   219.00
Price excludes VAT (USA)

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Guo, J.Z., Sun, C.Z.: Global Glectronic Markets and Global Traditional Markets. Electronic Markets 14(1), 4–25 (2004)

    CrossRef  Google Scholar 

  2. Kalyanam, K., Mclntyre, S.: The E-marketing Mix: A Contribution of the E-tailing Wars. Journal of the Academy of Marketing Science 30(4), 487–499 (2002)

    CrossRef  Google Scholar 

  3. Koiso-Kanttila, N.: Digital Content Marketing: A Literature Synthesis. Journal of Marketing Management 20, 45–65 (2004)

    CrossRef  Google Scholar 

  4. Rayport, J.F., Sviokla, J.J.: Managing in the Marketspace. Harvard Business Review 72(6), 141–150 (1994)

    Google Scholar 

  5. Mahajan, V., Venkatesh, R.: Marketing Modeling for E-Business. International Journal of Research in Marketing 17, 215–225 (2000)

    CrossRef  Google Scholar 

  6. Hoffman, D.L., Novak, T.P.: A New Marketing Paradigm for Electronic Commerce. The Information Society: An International Journal 13, 43–54 (1997)

    Google Scholar 

  7. Lauterborn, B.: New Marketing Litany: Four P’s Passe: C-Words Take Over. Advertising Age 61(41), 26 (1990)

    Google Scholar 

  8. Mahadevan, B.: Business Models for Internet-based E-Commerce: An Anatomy. California Management Review 42, 4–20 (2000)

    Google Scholar 

  9. Kierzkowski, A., et al.: Marketing to the Digital Consumer. The McKinsey Quarterly 3, 5–21 (1996)

    Google Scholar 

  10. Constantinides, E.: The 4S Web-Marketing Mix Model. Electronic Commerce Research and Applications 1, 57–76 (2002)

    CrossRef  Google Scholar 

  11. Angehrn, A.: Designing Mature Internet Business Strategies: the ICDT Model. European Management Journal 15(4), 361–369 (1997)

    CrossRef  Google Scholar 

  12. Patty, T.: Mastering the Five P’s of Marketing (1997), www.chiatday.com/rawmaterials/insights/5ps/5pmkt.html

  13. Koivumäki, T.: Customer Satisfaction and Purchasing Behavior in a Web-based Shopping Environment. Electronic Markets 11(3), 186–192 (2001)

    CrossRef  Google Scholar 

  14. Werbach, K.: The Emerging Model for Business in the Internet Era. Harvard Business Review, 84–94 (May-June 2000)

    Google Scholar 

  15. Shapiro, C., Varian, H.: Versioning: The Smart Way to Sell Information. Harvard Business Review, 105–114 (November-December 1998)

    Google Scholar 

  16. Zhang, J., Jiang, J.Q.: Sharing Information Goods and its Way of Organizing: an Economic Analysis. China Economic Quarterly 1(4), 937–952 (2001)

    Google Scholar 

  17. Shapiro, C., Varian, H.: Translated by Zhang, F.: Information Rules: A Strategic Guide to the Network Economy. China RenMin University Press (June 2000)

    Google Scholar 

  18. Wang, K.L.: The Economic Characteristics, Classification and Pricing Strategy of Digital Products. China Soft Science Magazine 6, 58–62 (2002)

    Google Scholar 

  19. Hui, K.L., Chau, P.Y.K.: Classifying Digital Products. Communication of the ACM 45(6), 72–80 (2002)

    CrossRef  Google Scholar 

  20. Hoffman, D.L., Novak, T.P.: How to Acquire Customers on the Web. Harvard Business Review, 179–186 (May-June 2000)

    Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Editor information

Editors and Affiliations

Rights and permissions

Reprints and Permissions

Copyright information

© 2005 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

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

Download citation

  • DOI: https://doi.org/10.1007/11600930_66

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-30900-0

  • Online ISBN: 978-3-540-32293-1

  • eBook Packages: Computer ScienceComputer Science (R0)