NotesFAQContact Us
Collection
Advanced
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ1049572
Record Type: Journal
Publication Date: 2015
Pages: 7
Abstractor: As Provided
Reference Count: 24
ISBN: N/A
ISSN: ISSN-0883-2323
Marketing Digital Offerings Is Different: Strategies for Teaching about Digital Offerings in the Marketing Classroom
Roberts, Scott D.; Micken, Kathleen S.
Journal of Education for Business, v90 n2 p96-102 2015
Digital offerings represent different challenges for marketers than do traditional goods and services. After reviewing the literature, the authors suggest ways that the marketing of digital goods and services might be better presented to and better understood by students. The well-known four challenges of services marketing model (e.g., intangibility) first proposed by Zeithaml, Parasuraman, and Barry (1985) is explored and adapted as an organizing framework for digital offerings. The authors also present specific suggestions for assignments and class discussions to foster students' critical thinking about the marketing implications surrounding digital offerings.
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A