清华社数字营销：战略、实施与实践（第7版）教学课件_pp05.pptxVIP

Chapter 5 Digital media and the marketing mix;Chapter 5 Digital media and the marketing mix;What is the marketing mix?;Product;The long tail concept;Branding in a digital environment;Price;Price elasticity of demand;Price elasticity of demand for a relatively inelastic product ;Figure 5.6 Alternative pricing mechanisms;Place ;Promotion ;People Process and Physical evidence;Process:;Physical evidence refers to:;Case study: Spotify streaming develops new revenue models