Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into the mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this article is to provide a comprehensive framework intended to guide research effort...

than twenty-five years, he has conducted research, taught about, written cases, and been involved in managing and advising nonprofit organisations. His research interests include marketing models, arts and entertainment, and marketing strategy. He is co-author of Public and Nonprofit Marketing.

This study attempts to identify the variety of marketing channel efficiencies for marketing activities and sets up an optimal marketing distribution mix when using different distribution channels for wholesaler travel agencies. This research examines 12 large-scale travel agencies in Taiwan and offers seven direct and indirect distribution channels in order to establish an optimal marketing dis...

Rapid diffusion of mobile telephone services is accompanied with low satisfaction and high switching behavior many markets. Despite the popularity of technology diffusion studies in marketing literature, limited research concentrate on the impact of marketing mix variables vis-à-vis clients’ satisfaction. Much fewer studies were conducted in developing nations. This paper investigates the influ...