The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Redefining the Marketing Mix: Strategic Integration of Digital Payments Into Contemporary Marketing Practice
Abstract
This chapter explores how digital payment systems are transforming the foundations of marketing practice by reframing the traditional 4Ps framework. Drawing on insights from behavioral economics, consumer psychology, and fintech adoption, it examines how payments influence product innovation, pricing strategies, distribution models, and promotional engagement. Global and emerging market case insights illustrate how tokenization, microtransactions, borderless commerce, and payment-linked loyalty programs reshape consumer perceptions of ownership, value, trust, and inclusivity. The chapter highlights managerial implications by positioning payments as strategic levers for customer experience, data-driven personalization, and ethical stewardship. It also proposes a future research agenda that integrates digital payments into marketing theory, offering guidance for scholars, practitioners, and policymakers in navigating the digital economy.
Related Content
|
Aynetu Terefe, Shashi Kant, Metasebia Adula, Tafese Niguse.
© 2026.
26 pages.
|
|
Tanya, Nitin Pathak, Priyanka Chugh.
© 2026.
32 pages.
|
|
Nitika Sharma, Paras Sarjolta.
© 2026.
18 pages.
|
|
Manoj Govindaraj, Ravishankar Krishnan, L. Anitha, G. M. Shaju, Chandramowleeswaran Gnanasekaran, Jenifer Lawrence.
© 2026.
30 pages.
|
|
Ravishankar Krishnan, Navaneetha Krishnan Rajagopal.
© 2026.
28 pages.
|
|
Kriti Kishor, Sanjeev Kumar Bansal, Stefano Bresciani.
© 2026.
14 pages.
|
|
Shashi Kant, Tamire Ashuro, Metasebia Adula.
© 2026.
30 pages.
|
|
|