Business Strategies for Mobile Marketing

Business Strategies for Mobile Marketing

Indranil Bose (University of Hong Kong, Hong Kong) and Chen Xi (University of Hong Kong, Hong Kong)
DOI: 10.4018/978-1-60566-054-7.ch176
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Abstract

With the appearance of advanced and mature wireless and mobile technologies, more and more people are embracing mobile “things” as part of their everyday lives. New business opportunities are emerging with the birth of a new type of commerce known as mobile commerce or m-commerce. M-commerce is an extension to electronic commerce (e-commerce) with new capabilities. As a result, marketing activities in m-commerce are different from traditional commerce and e-commerce. This chapter will discuss marketing strategies for m-commerce. First we will give some background knowledge about mcommerce. Then we will discuss the pull, push, and viral models in m-marketing. The third part will be the discussion about the future developments in mobile marketing. The last part will provide a summary of this article.

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