Mobile Marketing in Japan : The acceleration of integrated marketing communications
نویسنده
چکیده
In Japan, broad penetration of information technology is helping to change consumer opinion and accelerate the speed of research and development and distribution, all of which are crucial components of marketing. Yet in this environment, traditional marketing communication does not allow companies to keep pace with these changes, creating a bottleneck in their competitive strategies. In order to cope, Japanese marketers have begun using Internet-enabled mobile phones to reach consumers anytime and anywhere, thereby overcoming traditional limitations of time, space and cost. This trend is having a significant impact on corporate marketing strategies in Japan and can be expected to emerge in global markets in the
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