Success in the marketing of subscription services

Hobbs, J, Molesworth, M and Grigore, G (2023) 'Success in the marketing of subscription services.' In: Kerrigan, F, ed. Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions. University of Birmingham, pp. 102-103. ISBN 9781399958042

Abstract

Subscription as a means of generating revenue for businesses is rapidly growing, yet we do not fully understand what makes for their success. To address this gap, this study reviews a range of subscription models across categories to identify common factors for success. Our contribution is to establish a taxonomy of subscription models, establishing which aspects of these result in success, and why they do so.

Item Type:	Book Chapter or Section
Note:	The competitive short paper is available to read at the URL above.
UN SDGs:	Goal 8: Decent Work and Economic Growth Goal 9: Industry, Innovation and Infrastructure
Keywords:	subscription models, online marketing, marketing, e-commerce
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Bath School of Design
Date Deposited:	04 Dec 2023 18:50
Last Modified:	04 Dec 2023 18:58
URI / Page ID:	https://researchspace.bathspa.ac.uk/id/eprint/15874

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