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

Official URL:


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

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:
Request a change to this item or report an issue Request a change to this item or report an issue
Update item (repository staff only) Update item (repository staff only)