Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues

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Executive Summary

Mobile marketing, which involves two- or multi-way communication and promotion of an offer between a firm and its customers using the mobile, a term that refers to the mobile medium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailers entering the consumer's environment through anytime, anywhere mobile devices. Authors propose a conceptual framework that comprises three key entities, the consumer, the mobile, and the retailer.

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