Title
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
Recommended Citation
Roberts, S., & Micken, K. (2015). Marketing Digital Offerings Is Different: Strategies for Teaching About Digital Offerings in the Marketing Classroom. Journal of Education for Business, 90 (2), 96-102. https://doi.org/10.1080/08832323.2014.988200
ISSN
08832323
E-ISSN
19403356
