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Virtual Marketing Mix: Marketing applied for Virtual Goods in Free2Play Games - Couverture souple

Gwosdz, Frank; Dobbelstein, Thomas

 
9783639884425: Virtual Marketing Mix: Marketing applied for Virtual Goods in Free2Play Games
Couverture souple
ISBN 10 : 3639884426 ISBN 13 : 9783639884425
Editeur : AV Akademikerverlag, 2016

Synopsis

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 goods.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

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 goods.

Biographie de l'auteur

Frank Gwosdz holds a Diploma degree in computer science and an MBA. He is an entrepreneur and founded a couple of software companies.Prof. Dr. Thomas Dobbelstein runs the market research institute Customer Research 42. He is Prof at Baden-Württemberg Cooperative State University in Ravensburg.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
AV Akademikerverlag
Date d'édition
2016
Langue
anglais
ISBN 10 
3639884426
ISBN 13 
9783639884425
Reliure
Broché
Nombre de pages
132
Coordonnées du fabricant
non disponible
Personne responsable
non disponible