Professional Documents
Culture Documents
W - Indi-ASM
W - Indi-ASM
1. Introduction
1.1. Definition of marketing
1.2. Definition of marketing mix
2. How digital tools are changing marketing mix (in detail)
2.1. Product
2.1.1. Customer co-creation
2.1.2. Sharing economy
2.2. Promotion
2.2.1. User generated content
2.2.2. Doppelganger brand
2.3. Place
2.3.1. New retailer
2.3.2. Desktop manufacturing
2.4. Price
2.4.1. Pay What You Want
2.4.2. Freemium
Note that: in each concept, you have to give (1) definition, (2) your own example, (3)
Characteristics of the concept, (4) Issues, and (5) Conditions where you can apply the
concept.