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Mobile Marketing Management: Marketing Objectives, Types and Implementation Techniques

Mobile Marketing Management: Marketing Objectives, Types and Implementation Techniques

Key Pousttchi, Dietmar G. Wiedemann
Copyright: © 2010 |Pages: 9
ISBN13: 9781605660745|ISBN10: 1605660744|EISBN13: 9781605660752
DOI: 10.4018/978-1-60566-074-5.ch001
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MLA

Pousttchi, Key, and Dietmar G. Wiedemann. "Mobile Marketing Management: Marketing Objectives, Types and Implementation Techniques." Handbook of Research on Mobile Marketing Management, edited by Key Pousttchi and Dietmar G. Wiedemann, IGI Global, 2010, pp. 1-9. https://doi.org/10.4018/978-1-60566-074-5.ch001

APA

Pousttchi, K. & Wiedemann, D. G. (2010). Mobile Marketing Management: Marketing Objectives, Types and Implementation Techniques. In K. Pousttchi & D. Wiedemann (Eds.), Handbook of Research on Mobile Marketing Management (pp. 1-9). IGI Global. https://doi.org/10.4018/978-1-60566-074-5.ch001

Chicago

Pousttchi, Key, and Dietmar G. Wiedemann. "Mobile Marketing Management: Marketing Objectives, Types and Implementation Techniques." In Handbook of Research on Mobile Marketing Management, edited by Key Pousttchi and Dietmar G. Wiedemann, 1-9. Hershey, PA: IGI Global, 2010. https://doi.org/10.4018/978-1-60566-074-5.ch001

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Abstract

Mobile marketing is a new form of marketing communication using mobile communication techniques to promote goods, services, and ideas. The marketing instrument provides anytime and anywhere interaction, location and situation dependency, targeted addressing of consumers, and inherent measurement of campaign effectiveness. Based on case study research and empirical studies this chapter examines marketing objectives, types and implementation techniques of mobile marketing. Moreover two instruments for mobile marketing are provided: The campaign type implementation toolbox supports the development of campaigns on a tactical level and the campaign type selection toolbox enables a purposive planning of mobile marketing campaigns on a strategic level.

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