Questions for marketers

Main topics

> Product 217

> Price 231

> Place 237

> Promotion 243

> People, process and physical evidence 245

Case study 5

The re-launched Napster changes the music marketing mix 248

Key questions for marketing managers related to this chapter are:

• How are the elements of the marketing mix varied online?

• What are the implications of the Internet for brand development?

• Can the product component of the mix be varied online?

• How are companies developing online pricing strategies?

• Does 'place' have relevance online?

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