The value of mobile marketing for consumers and retailers : a literature review

Report English OPEN
Ström, Roger; Vendel, Martin;
(2012)
  • Publisher: Högskolan i Hamlstad
  • Subject: Mobile marketing | mobile device shoppers | mobile advertising | m-advertising | in-store mobile marketing | internal mobile marketing | mobile customer relationship management | m-CRM | mobile marketing integration | mobile marketing implementation | mobile marketing metrics | retailing

Purpose: In this review mobile device shopping, consumers' use of mobile devices while shopping, is assumed to be an extension of consumers' shopping behaviors developed on internet connected desktop and laptop computers (PC). The purpose is to describe existing knowled... View more
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