Proposing a Hierarchical Utility Package with Reference to Mobile Advertising

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Shalini N. Tripathi; Masood H. Siddiqui;
  • Journal: International Journal of E-Business Research (IJEBR),volume 7,issue 1 January,pages71-92
  • Related identifiers: doi: 10.4018/jebr.2011010105

Mobile advertising is a powerful tool for direct and interactive marketing. However effective marketing requires examining consumers’ psyche. This study proposes a hierarchical utility package (in the consumers’ perception) with reference to mobile advertising, thus... View more
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