Книга: «Virtual Marketing Mix»
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Производитель: "Неизвестный" The primary research question is how marketing is done for virtual goods in F2P games and how marketing influences consumers` past purchase decision and future purchase intention. In particular it is argued if a traditional model like the marketing mix (4Ps) is suitable and rather effective for shaping the games` vendors offerings for the players. For this purpose this research studies both, the producers` perspective regarding the development studios` perspective of marketing of virtual goods and the consumers` perspective regarding the players` perception of the applied marketing mix for virtual goods. Therefore two kinds of empirical approaches were chosen: (1) Explorative, qualitative interview with eleven German F2P games` professionals to get producers` perspective, and (2) a quantitative cross-sectional online survey collecting data about demographic data, F2P preferences, and perception of marketing mix components drawing a convenience sample by over 400 consumers of virtual... ISBN:9783639884425 Издательство: "Неизвестный" (2016)
ISBN: 9783639884425 |
Неизвестный
- неизве́стный
- I м. разг.
Тот, о ком нет сведений.
II прил.
1.Такой, о котором нет сведений; неведомый, незнакомый.
2.Не пользующийся известностью, признанием.
Толковый словарь Ефремовой. Т. Ф. Ефремова. 2000.
Источник: Неизвестный
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