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What is Mobile Coupon

Handbook of Research on Mobile Marketing Management
It is generally a form of discounts or entitlements embedded as either on a text message via Short Message Service (SMS) or a graphical message Multimedia Messaging Service (MMS) with expiration dates to entice consumers to make purchases for suggested items.
Published in Chapter:
Framework for Mobile Marketing: The Locales Framework
Dennis Lee (American University in Dubai, UAE), Ralf Muhlberger (The University of Queensland, Australia), and Mark Brown (The University of Queensland, Australia)
Copyright: © 2010 |Pages: 21
DOI: 10.4018/978-1-60566-074-5.ch003
This chapter suggests that mobile marketing research take an Interaction Design approach through the adoption of the Locales Framework as an alternative perspective to investigate the context of mobile marketing. The research shows how such an approach can integrate marketing and new technology research, highlighting the issues and opportunities brought about by the technology within a domain context, i.e. mobile marketing. Given that there are not many theoretically based frameworks available to support mobile marketing research, the application of this framework provides a roadmap for future research in mobile marketing and helps build the body of knowledge in this field.
Full Text Chapter Download: US $37.50 Add to Cart
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Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns
A mobile coupon, which is sent and stored on a mobile phone, offers free samples, a rebate, a discount, etc., to a consumer that can be redeemed while making the purchase.
Full Text Chapter Download: US $37.50 Add to Cart
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