Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
886120 | Journal of Interactive Marketing | 2009 | 12 Pages |
Abstract
Mobile marketing refers to the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology. We present the conceptual underpinnings of mobile marketing and a synthesis of the relevant literature. We identify and discuss four key issues: drivers of mobile device/service adoption, the influence of mobile marketing on customer decision-making, formulation of a mobile marketing strategy, and mobile marketing in the global context. We outline research directions related to these issues and conclude by delineating the managerial implications of mobile marketing insights.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Venkatesh Shankar, Sridhar Balasubramanian,