Mobile Marketing: A Synthesis and Prognosis
نویسندگان
چکیده
Mobile marketing refers to the twoor 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. © 2009 Direct Marketing Educational Foundation, Inc. Published by Elsevier B.V. All rights reserved.
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