Manuscript type: Research Paper. Research Aims: The Freemium business model is becoming increasingly prominent in the current digital economy. In the mobile game market, total revenue from free to download apps is overtaking those from paid apps. The purpose of this article is to propose a...

Purpose: Marketing theory is unclear about the strategic role of the marketing department in a firm. Marketing practice often relegates the Marketing department to functions such as advertising. This paper addresses these issues by reviving Drucker and Kotler's vision for a Marketing department...