THE ROLE AND IMPORTANCE OF MOBILE MARKETING IN THE SYSTEM OF MARKETING MANAGEMENT

Other literature type English OPEN
Ninčević, Šime; Krajnović, Aleksandra; Bosna, Jurica;
(2015)
  • Publisher: University of Dubrovnik
  • Journal: DIEM : Dubrovnik International Economic Meeting, volume 2, issue 1 (issn: 1849-3645, eissn: 1849-5206)
  • Publisher copyright policies & self-archiving
  • Subject: mobile marketing; mobile devices; advertising

Mobile marketing is a relatively new branch of marketing, referring to the two-way marketing communication between company and customers that takes place via mobile devices. The effectiveness of marketing campaigns has been greatly increased when mobile devices have bee... View more
  • References (19)
    19 references, page 1 of 2

    Alibabić, M. (2012), Mobilni i SMS marketing. Business Consultant, 4(20), pp. 75- 83.

    Andrews, L., Drennan, J., Russell-Bennett, R., (2012). Linking perceived value of mobile marketing with the experiential consumption of mobile phones, European Journal of Marketing, 46, pp.357 - 386.

    Barbour, T., (2011). Smartphones Becoming More Common as Business Tools, Alaska Business Monthly, 27, 8, pp. 55-56.

    Becker, M., Arnold, J., (2010). Mobile marketing for dummies. Wiley Publishing, Inc.

    Chinomona, R., Sandada, M., (2013). The Influence Of Market Related Mobile Activities On The Acceptance Of Mobile Marketing And Consumer Intention To Purchase Products Promoted By SMS In South Africa, Journal Of Applied Business Research, 29(6), pp. 1897-1908.

    Dushinski, K., (2009). The mobile marketing handbook. New Jersey: Information today.

    Hazlett, K., (2011). Mobile Marketing Finding Your Customers No Matter Where They Are, Journal of Consumer Marketing, 3, pp.239 - 240.

    Joshi, M., (2013). Understanding Innovation. Amity University, Lucknow Campus - Amity Business School, May 6, 2013.

    Kotler, P., Keller, K., L., (2008). Upravljanje marketingom.12. izdanje, Zagreb: MATE d.o.o.

    Liao, C., H., Tsou, C., W., Huang, M., F., (2007). Factors influencing the usage of 3G mobile services in Taiwan, Online Information Review, 31(6), pp.759 - 774.

  • Metrics
Share - Bookmark