Coauthored by Michael Hanley and Michael Becker The response from the mobile marketing industry and academic researchers to the premier issue, June. 2006, of this journal, has been very positive….
Over the past few years, consumer adoption of mobile phones has swelled and along with it a new channel of marketing has emerged. Marketers have shown increasing interest in communicating…
With the proliferation and fragmentation of media touch points, consumers are becoming harder and harder to reach effectively. Marketers, brands, enterprises, ad agencies, and content owners have recognized the absolute…
“…the ‘connected customer’ era may change the paradigm for effective marketing strategy.” (Marketing Science Institute 2006) Consumers and business customers are gaining significant power in today’s technologically advanced digital, virtual…
Reviewer’s Note: This study employs an online survey to validate mobile advertising acceptance factors and the types of incentives needed to motivate college students to accept advertisements on their cell…
The writings of academics and practicing managers can take many forms and can serve many purposes. For instance, conceptual pieces are used to espouse ideas, case studies and white papers…
The mobile age is upon us and the use of strategic alliances amongst the players within the mobile ecosystem is rapidly becoming a business imperative (Overby, 2005). This is due…
In the last six to ten years the mobile channel, which is used for marketing, services and content distribution, and commerce has matured dramatically and drawn much attention from a…
“The attributes inherent to mobile marketing – i.e., personalization, ubiquity [i.e. anytime anywhere access], interactivity, and localization – generate the significant potential for this innovative form of commercial communication.” (Bauer…
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