Digital content marketing: A literature synthesis
Article Abstract:
The existing knowledge base on digital products and the differences these products suggest for marketing activities by positioning digital contents in relation to other offerings and analyzing the market implications with an adjusted marketing mix framework is reviewed. Information recombination, accessibility, navigation interaction, speed, and zero marginal cost are some of the characteristics identified for digital content.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2004
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Communicating with young people through the eyes of marketing practitioners
Article Abstract:
The marketing to the young generation of today is analyzed from the marketers' perspective. The young are targeted by the business, by using four stances of the brands, like brand as navigator, brand as weaver, brand as host and brand as owned by consumers.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2004
User Contributions:
Comment about this article or add new information about this topic:
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