- Product
- digital products important
- music: physical media → digital media → streaming
- software: SaaS, low cost of reproduction, Winner Takes It All, Network Effect
- Price
- price discrimination: free/basic/pro/enterprise plans
- discounts, promotions, special offerts
- device discrimination: phone/desktop have different price (hotel)
- dubious pricing-strategies: drip pricing
- Promotion
- advertising
- social media, influencer marketing
- affiliate marketing: Last Cookie Wins
- Place
- sales channels, transport, storage, shops
- e-commerce: tangible, intangible, digital goods
- e.g. Shopify and Amazon