Prospects for the Use of Mobile Marketing Tools

被引：0
|
作者：
Stalmach, Robert [1 ,2 ]
机构：
[1] Agora SA, Gazeta Pl, Licencjonowania Tresci & Uslug Mobilnych, Warsaw, Poland
[2] Wyzszej Szkole Finansow & Zarzadzania Warszawie, Warsaw, Poland
来源：
CONTEMPORARY ECONOMICS | 2010年 / 4卷 / 04期
关键词：
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Mobile marketing has some undeniable advantages over other communication channels, such as interactivity, location based services and impulsiveness (spontaneity). However, a cell phone and other mobile devices are treated by users as personal devices in relation to which they are reluctant to see the interference from outside. The challenge for the industry is therefore a good understanding of the restrictions associated with this form of communication. Factors specific to m-marketing include profile of the recipient, the context and motivations of the user "in motion ".
引用
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页码：257 / 266
页数：10
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