Marketing Digital Offerings Is Different: Strategies for Teaching About Digital Offerings in the Marketing Classroom

Document Type

Article

Publication Title

Journal of Education for Business

Publication Date

2-17-2015

Abstract

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.

Volume

90

Issue

2

First Page

96

Last Page

102

DOI

10.1080/08832323.2014.988200

ISSN

08832323

E-ISSN

19403356

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